On Tuesday, MrBeast dropped a "mini movie" to debut his newest product: Feastables Chocolate Milk.
But it was how he did it - and who he hired that is drawing attention.
It wasn't a normal ad. It was a cinematic video made by the filmmaking duo of Lucas and Curtis Nicotra better known as Sticks.
We interviewed them and did a scene by scene breakdown of their Feastables movie.
From Fan Trailers to Commercials
Sticks built their rep by making Hollywood-style trailers for creators like Emma Chamberlain and Ryan Trahan.
They leveled up with Ryan Trahan’s Joyride launch.
And now? They’re helming full-on branded commercials, with MrBeast as their latest client.
The Rise of "Cinematic Commercials"
For the Feastables spot, Sticks went all in.
They built a chocolate factory set inside MrBeast’s studio. Hired 30 extras (many were subscribers). And shot on a $40K ARRI Mini with anamorphic lenses.
To speed things up, they even used a MrBeast body double for stunts.
“We actually got [him] a haircut from Jimmy's barber to make sure he looks exactly like Jimmy,” Sticks told me.
Most importantly: the product wasn’t shoved in at the end.
“Product placement feels really cheap and cheesy when it's unneeded. But when it's baked into the story, you’re excited to see the product because it matters to the plot.”
Why Fans Don’t Skip These Ads
Traditional agencies can make glossy commercials. Few can make something you’d actually binge on YouTube.
Sticks design for retention, pacing, and shareability — then double the value by posting the behind-the-scenes on their channel.
The result: ads that rack up millions of views because fans want to watch them, not because they’re forced to.