The Immernet



A man of mystery. A man of romance. A man whose music melts hearts like butter, Mother’s own Michael Coffman is ‘ICE’. Now, all twenty-six of the beloved in-house tracks are available exclusively to Mother employees in his debut album “Sounds from the Ice Box.” Mother held a private, closed guest list, no plus-ones, brand experience event, featuring pigs in blankets, a cheese platter, and perfectly decent bottles of Cabernet. To make ICE a full 360 campaign, the event was complemented by outdoor, print, a celebrity appearance, and a “viral” infomercial. So far, the campaign has generated zero external media impressions. ICE’s notoriety stems solely from the 93% of Mother consumers who listen to “Sounds from the Ice Box” on repeat and wait for a glimpse of this office legend.    

You can find more images from the campaign here


Co-directed with Mike Sobo

Shot by Michael Immerman

Edited by Mike Sobo

All music composed by Michael "Ice" Coffman