Saying It
Client: Mya Kai Creative
Say It Without Saying It
Valentine’s e-video cards for the “it’s complicated” era.
Video Production
Campaign
Art Direction
Copywriting
The Challenge
Valentine’s Day is a long-standing tradition rooted in declarations of love—cards, flowers, and grand gestures. But for Millennials and Gen Z navigating modern dating, relationships don’t always fit neatly into “love” or “serious commitment.” In fact, nearly 60% of Millennials and Gen Z have experienced casual dating, and 42% admit to breaking off relationships within three months. The challenge was simple but timely: how do you capture the spirit of Valentine’s Day for a generation that is redefining romance, hookups, and friendships?
The Insight
Today’s daters are playful, meme-driven, and more comfortable with humor than with traditional sentimentality. Many want to express affection—or attraction—without the heaviness of saying “I love you.” Our insight was that humor + subtlety = shareability. By giving people a funny, lighthearted way to “say something without saying it,” we could tap into the social dynamics of friends, crushes, and friends with benefits in a way that felt authentic to younger audiences.
The Approach
Mya Kai Creative developed a series of Valentine’s Day video e-cards with three cheeky options: Just Friends, Friends with Benefits, and Crush.
Each featured a silky, robe-wearing actor sitting seductively in a chair, sipping a drink, and breaking the fourth wall with playful humor:
“I’m not the one who sent this… but someone who thinks you might just be more than a friend.”
By leaning into comedy and exaggerated flirtation, the cards created a safe, humorous space for viewers to share their true feelings without the awkwardness of direct confession. To further ground the campaign in culture, we layered in statistics about breakups, hookups, and Valentine’s Day spending among Millennials and Gen Z, making the content both relatable and topical.
Friends with Benefits
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/ The Results
The video e-cards resonated as intended—funny, flirty, and endlessly shareable. Recipients laughed, forwarded, and reposted, sparking conversations that traditional Valentine’s Day cards couldn’t. The humor lowered the emotional stakes, while the seductive yet tongue-in-cheek delivery heightened engagement. Beyond entertainment, the campaign positioned Mya Kai Creative as a studio that understands cultural nuance and can reimagine age-old traditions for a new generation—turning Valentine’s Day into a moment of digital connection, humor, and bold creativity.
Just Friends
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Crush
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