Loop brings "this is fine" meme to life in ad for HR company Deel.

The famous "This Is Fine" meme created by webcomic artist KC Green over a decade ago is still going strong. Now it's being spoofed in advertising.

This spot for HR company Deel, where an HR manager dressed like the original dog from the comic, is seen juggling multiple stressful tasks like onboarding and payments.

Around him, the flames get higher as his stress levels rise, but he keeps repeating the phrase "This is fine," even though it's clear that things are not fine.

Brooklyn-based agency Loop created the spot, and KC Green was compensated for usage rights as it should be. Then they got to work, bringing the dog meme to life. Prosthetics were considered to make the actor look more dog-like, but the idea was dropped in favor of finding actors with a similar energy.

The team added the fire effects in post-production, which looked very realistic. To give an impression of heat, they constantly misted the actor with water, creating a sweat effect. The shoot took one day, but they needed a week of preparation to build out the set, including the empty picture frame on the back wall, which was also a reference to the meme. The devil is in the details!

Client : Deel
Agency : Loop
Creative Director : Jola Aerts
Associate Creative Director : Tyler Bradley
Visual Designer : Spencer Gutierrez
Senior Copywriter : Ray Hobbs
Principal talent: Jed