Proof of Taste

Breakthrough work, already in the pattern.

Work that finds a hidden tension, creates memory, and earns cultural relevance: the same pattern Fresh Problem Mining formalizes today.

Work led by Eduardo Marques as Chief Creative Officer or Executive Creative Director over a 31-year career. This is the founder’s body of work, not a ROCKMILK client roster. What carries over is the pattern, and the judgment that found it.

Burger King

The Moldy Whopper

A category-breaking act of radical truth in a market addicted to food perfection.

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Ukrainian Witness

WikiTruth

Turning a trusted knowledge system into a channel against propaganda where media trust had collapsed.

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Renault

Utrecht Energized

Reframing parked electric vehicles as infrastructure for city energy resilience.

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Coca-Cola

You Must Love Coke

Making brand memory do the work where rival colors made direct presence impossible.

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Boost Mobile

Boost Your Voice

Turning phone stores into official polling stations where polling places had disappeared.

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IKEA

Real Life Series

Recreating pop culture's most recognizable rooms entirely with real, shoppable IKEA furniture.

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Airbnb

Every Traveler Deserves a Home

Extending Airbnb's 'belong anywhere' promise to the species losing their homes fastest: birds.

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