Welcome To Friday Fives, Vol. 280

The Working Assembly
4 min readNov 10, 2023

This week we’re giving back of pack copy more attention, sharpening our jawlines with new TikTok trends, examining our digital twin, submitting ideas to a magazine contest, and brushing up on our comedic skills.


Giving Back of Pack Copy Face Value

We may be slightly biased, but who doesn’t love a back of pack copy (BoP) moment? Research shows the value of BoP words determines whether packaging grabs someone’s attention, and it can be a huge asset to the overall design. Copywriters take note: If consumers see short, quippy copy, they’re more likely to perceive being rewarded for their attention. Copy can add value by highlighting ingredients, brand mission, how to use the product or even a silly joke. So all in all, don’t be afraid to tonally stand out on shelves — BoP is where creativity is rewarded.


Maxing Out the Male Aesthetic

Looksmaxxers is a new TikTok trend promoting “maxing out” aesthetic techniques to achieve an elevated appearance for boys. The “build your own character” idea is rooted in video games and has gone as far as to promote bonesmashing (it’s what it sounds like). The most popular creators promote “softmaxxing” or simply eating better, exercising, or using skin care. Many article commenters are upset that the male gaze is finally affecting…none other than men. We wonder: is the male gaze, a historically feminist concept, finally turning in on itself, and do we owe our thanks to teen boys?


Your Twin Might Predict the Future

In a world where AI influencers have millions of followers, it’s unsurprising that digital twins (no, not those ones), or virtual versions of physical assets, are rising. The industry is expected to be a $500B industry by 2032. Digital twins can simulate workflows or events, giving users a preview of how they would impact the real-world twin. Currently, they are used in urban planning, manufacturing, logistics, and aviation, but they could one day be used to mirror us. Think, “What would my health be like if I followed a vegetarian diet over the next 20 years?”. It’s certainly a fun thought experiment, and it begs the question, could digital twins benefit advertising?


Make a Magazine

Have an idea for a unique, maybe even a little weird magazine, but have never tried to bring it to fruition? This one’s for you. Make-a-Mag is a new public competition to have your magazine idea considered for publication by the likes of Aperature’s editor-in-chief or the director of graphic design at The Guggenheim. A fully developed concept is not necessary, it’s free to enter, and the lucky winner will receive 250 copies of their inaugural issue. Good luck and happy mag-making!


You Won’t Get a Kick Out of This

We’re picking up right where we left off, and revisiting comedy to understand how advertisers can better deliver it. With new cultural developments like permacrises, it’s no surprise that the amount of humorous ads has decreased within the past 20 years, and 95% of business leaders fear humor in consumer interaction. But not all is lost. When done right, purpose and humor can come together when a message is conveyed indirectly to avoid a negative tone. Future-forward messaging that harnesses the idea of what a situation could be can successfully use an exaggerated form of humor that translates well, too. Finally, if you want to cut to the chase and stop these pun & games, comedic lightness (without making light of a situation) is a good guiding principle.



The Working Assembly

NYC branding agency exploring the intersection of art, design, technology and culture. Partnering with emerging and evolving brands.