ABOUT


Kassius Ibrahim King is a hybrid creative,
part Art Director, part writer, seeking
to build worlds and stories bold enough
to stop someone mid-scroll, and honest
enough to stay with them long after.


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What I’m reading rn: 
Hyperion by Dan Simmons
Discourse on Inequality by Jean-Jacques Rousseau

Fav book read in 2024 (so far)
Jesus’ Son by Denis Johnson


KRAFT



Forbidden Love
Agency: Wieden + Kennedy NYC

Since the release of Malcolm D. Lee's Undercover Brother, the idea of Mayo being "black people's kryptonite" has been planted into the social media psyche. Kraft tapped our team to develop concepts that give black folks the space to share their mayo love freely.

Forbidden Love
Mayo's hate derives from its perceived connection to whiteness.
We thought it'd be funny to combine this idea with the stresses
of interracial dating, with the white partner wearing a Mayo suit.



Look, Mom, I wrote a script!


We ran into some budgetary issues and ended up rewriting the script as a radio spot. But the team felt a story like this should be seen. So we mocked up a comic strip.

The Comic


Food Lotion
This idea came about from a joke that went too far. Food
without Mayo is dry and rigid, pixilated if you will. It's no
different from our skin without lotion. A light bulb went off,
and we coined Mayo “Food Lotion.”


We even made some bottles ready for Food Lotions' rightful place in the cosmetics aisle.



Credits
Agency: WKNY
CDs: Laddie Pearson + Dan Kenneally
AD: Kassius King
Copy: Kassius King + Rachel Ordan.

 My Role
I concepted the campaign, wrote the script, designed the posters, coined “food lotion,” and pitched the ideas to Kraft.

The Problem
Kraft needed to address the long-running joke that mayo is “Black people’s kryptonite,” and give Black audiences a way to openly embrace Kraft Real Mayo without feeling out of pocket.

The Idea
Forbidden Love — a comedic twist where mayo becomes the “white partner” in a taboo relationship, embodied by a full-body mayo suit. By exaggerating the tension into absurdity, we turned the joke into a space for honest, funny mayo-love confession.




©Kith&Kin