Working with Mekki Leeper & Comedy Central, we set out to see if we can make a parody wellness company on a limited budget. We had $40,000 USD for the entire project, which included the documentation process. We only had $1,000 to create the collateral for the actual company. We created all the materials for the company in less than a week.

We created a fictional wellness company called "Vaev Tissue" that claimed to sell used tissues to help customers "get sick on their own terms." The company was created as a parody poking fun a some of the recent alternative medicine trends. The process was all documented in "Control Room" by Mekki Leeper for Comedy Central in the USA.

The strategy was to parody companies like "Goop" and "Livewater" and see if we could come up with a product so ridiculous, but make it seem real enough... that it would go viral. Rather than making fun of Goop and Livewater, we wanted to see if we could do what they do.... and it worked.

Over the course of a week, we did stunts for the Vaev Tissue brand around Los Angeles. That included a Venice Beach Photobooth and Product Demonstration. We held "job interviews" and "focus groups" for the company. We filmed the commercial for the product in a garage with no funds. We built all the collateral, including the website and social media channels. We sent out "products" to news sources, all within the span of a week.

The company ended up getting attention across the world, with hundreds of articles and news stories. It was written about in Time Magazine, The Guardian, Yahoo, and the India Times (just to name a few). It was discussed on news stations across the world, culminating with a desk piece on the Late Show with Stephen Colbert. The Vaev Tissue website received over two hundred thousand unique visitors. The California District Attorney's office opened an investigation into the company, and found out it was a parody.