Nothing gets fans excited for Buffalo Wild Wings like a new flavor. For 2014, the wing purveyor developed a whole batch of limited edition sauces in an initiative dubbed Sauce Lab. To create anticipation for the release of the first sauce—Sriracha Sizzle—we conceived a web video that captured a tester’s first taste in an unconventional fashion. Through animation, every word of the wing lover’s description is brought to life in a fantastical visualization. Within a week, the video had already captured attention and begun to stir buzz over the hot new flavor.