Nate Bear collaborated on a high-energy ad campaign for Ray's Candy Store, an iconic Lower East Side landmark, during Facebook's first NYC Open Create event. He crafted custom animations that powered a viral 15-second Instagram spot and became official GIF stickers used by Kim Kardashian herself. This project showcases rapid creative production, from concept to celebrity endorsement, boosting Ray's Candy Store's social media presence.
Project Overview
The campaign launched at Facebook's inaugural NYC Open Create hackathon-style event, where a team of ad agency experts partnered with Ray's Candy Store—a beloved East Village institution famous for deep-fried Oreos, egg creams, and late-night vibes. In one intense day, the team brainstormed the ad concept, shot live footage at the store, and edited a punchy 15-second Instagram video tailored for social sharing. Nate Bear handled all animations, infusing the spot with dynamic, eye-catching motion graphics that captured Ray's quirky charm.
Custom Animations & GIF Stickers
Nate Bear designed every animation element, transforming raw footage into a lively promo that highlighted Ray's signature treats and neon-lit nostalgia. These animations evolved into official GIF stickers, available on Instagram and Snapchat—search "bearbrains" to use them today. The stickers added interactive flair to users' stories, extending the campaign's reach far beyond the initial video.
Kim Kardashian Celebrity Boost
Shortly after launch, Kim Kardashian visited Ray's Candy Store with her entourage, devouring deep-fried Oreos in a moment that went viral across social media. The @rayscandystore Instagram account amplified the buzz by sharing the experience, featuring Nate Bear's exact GIF stickers in their posts for authentic, branded storytelling. This organic celebrity crossover validated the campaign's cultural impact, drawing crowds and cementing Ray's as a NYC hotspot.
Key Results & Legacy
• Viral Video Production: Full ad created in 24 hours, optimized for Instagram Reels and Stories.
• Sticker Adoption: Permanent GIF library used by fans, including high-profile visitors like Kim K.
• Cultural Icon Tie-In: Amplified Ray's 50+ year legacy, attracting celebs from Kesha to NBA stars.
Nate Bear's custom GIF stickers prove ideal for businesses of all sizes, delivering affordable, high-impact animations that drive engagement on social platforms without big budgets
Nate Bear's custom GIF stickers prove ideal for businesses of all sizes, delivering affordable, high-impact animations that drive engagement on social platforms without big budgets
Alternat Ad Cut
A few weeks later Kim Kardashian and her entourage were spotted at Ray's and even used the stickers when they shared their experience!
