When DesignRush announced that Fungi Marketing’s #cutthefluff video had won Best Video Design in their September Design Awards, our team celebrated with a mix of gratitude and quiet pride. This wasn’t just about the trophy – it was about creating something that fully reflected who we are, what we believe, and how we work.
So how did a one-minute video with no narration and a whole lot of flying fluff make such an impact? Let’s go behind the scenes.
Why We Do What We Do
At Fungi Marketing, we’ve always asked ourselves one hard question:
“What would our customers say about us at a dinner party?”
The honest answer changed everything. We realized people don’t remember jargon. They don’t talk about vanity metrics or “omnichannel synergies.” They remember clarity, impact, and results.
That’s why our brand – and our new website – are built around one core belief:
👉 Marketing works best when you cut the fluff.
To us, that means:
- Clearer messaging that actually connects.
- Smarter creative that respects your audience’s time.
- Strategies built on what drives results, not just what looks good in a pitch deck.
The Idea Behind the Video
Every day, we all wake up, scroll, and sift through endless “fluff.” Pointless ads, over-designed campaigns, noise that misses the mark. We wanted to capture that universal frustration – then show the relief that comes when someone finally cuts through.
So we designed the #cutthefluff video for the way people really consume content today: mobile-first, quick, and visually driven. No narration, no extra frills, just clean visuals, clever pacing, and a metaphor you can’t unsee.
How It Came Together
- Relatable storytelling: A simple morning scroll we all recognize, turned on its head when the screen fills with fluff.
- Visual metaphor: Fluff pouring from phones, computers, TVs, and billboards: instantly clear and oddly satisfying.
- Sound design: Music that starts heavy and frustrating, then builds to a hopeful shift as the knife slices through.
- Audience focus: Short, sharp, and optimized for mobile, because we know attention spans are measured in seconds.
We didn’t need over-the-top effects. We needed intentional storytelling, smart execution, and a willingness to poke fun at our own industry.
Why It Resonated
DesignRush called #cutthefluff “a reminder of how powerful simplicity can be.” We couldn’t agree more.
In an industry that often rewards complexity, this project reminded us – and hopefully reminded our peers – that sometimes less really is more. The message landed because it was clear, memorable, and true to our philosophy. Click HERE to read their full review.
What’s Next
The #cutthefluff campaign was never just about one video. It’s about building a brand (ours and yours) that people actually want to talk about.
If you’re ready for marketing that’s sharper, smarter, and fluff-free, take a look at our new site: tour our site, and our work. Let us know what you think.
Because at the end of the day, growth doesn’t come from noise. It comes from clarity, connection, and strategy that works.