Adam DeVine of Workaholics and Mike & Dave Need Wedding Dates, starred in Best Buy’s Back-to-School campaign, bringing his signature chaos to one of life’s most confusing moments: going to college.

The campaign centered around a :60 anthem called How to College, essentially a not-at-all-qualified guide to surviving dorm life, laptops, printers, and whatever else you suddenly need to be an adult. It was supported by four additional TV spots and two teaser videos built for online and social. The whole thing was shot by Neal Brennan, which gave the humor that extra layer of smart, self-aware comedy.

And because we couldn’t stop there, we created “Adamojis,” a custom set of emojis made in Adam’s likeness. So fans could literally text Adam DeVine’s face. They were released for free on the Apple Store and helped the campaign live way beyond traditional media.

The result was a Back-to-School campaign that actually felt fun, useful, and culturally dialed-in. It was a big win for Best Buy and even earned a write-up in Creativity…which never hurts.