MUSTACHE X EDELMAN

The Insight

GRAMMARLY

Tone can move work forward—or kill it before the deck’s even opened.

So we built a campaign around that exact feeling: the team chat, the panic, the weird pitch no one’s sure about (but you secretly love). We gave the copy its own arc. Spoiler: it saves the project.

MUSTACHE X EDELMAN

You don’t sell grammar tools with grammar lessons.

GRAMMARLY

It’s one thing to write about tone. It’s another to actually use it—to shape the idea and drive the concept.

The team moments in this campaign? Loosely scripted. Heavily inspired.

You know how it goes—that idea that starts as a joke and ends up in the pitch? Yeah. Okay, this is based on a true story. And yeah, maybe my Slack photo makes a very real appearance. Twice.