Fungi Marketing’s Best Video Award Win Exemplifies Strong Storytelling

Fungi Marketing just proved that less really is more. 

The agency’s “#cutthefluff” campaign recently won DesignRush’s Best Video Design Award for September, beating out hundreds of entries across industries and categories.

The campaign’s hero video was recognized for its clean visuals, sharp pacing, and ability to capture attention without relying too much on narration.

DesignRush judges called it a campaign that “communicates clearly and leaves space for the message to resonate,” a rare achievement for the wave of content we see daily.

Ryan Forrest, CEO at Fungi Marketing, says that the award was built around the simple idea of “say less, mean more.”

“Every frame of #cutthefluff was designed to breathe and let the message speak for itself," he shared. 

"Being recognized by DesignRush reinforces our team’s belief and approach towards video marketing, reminding us that sometimes the strongest messages often come from what you choose to leave out.”

The DesignRush Best Design Awards is a monthly program that celebrates innovative and high-impact designs across six categories: web, logo, print, app, packaging, and video.

Each month, DesignRush reviews submissions from creative agencies worldwide, with entries judged on originality, execution, and strategic impact. 

Why Simplicity Beats Noise

The #cutthefluff video is straightforward but striking. 

A character scrolls on their phone as an avalanche of “fluff” pours out, making an unmistakable metaphor for wasted marketing messages. 

Eventually, a single cut slices through the clutter, leaving clarity in its place. The ad serves as a sharp reminder of how quickly audiences tune out when faced with cluttered, irrelevant ads. 

Studies show viewers retain about 90% of a message delivered via video compared to just 10% through text. 

Yet the average attention span for ads is shrinking, with recall dropping off after only 2.5 seconds.

This has led to 85% of ads failing to meet the “attention threshold” needed for effective brand-building.

Fungi’s video works because it acknowledges that reality, simplifying instead of competing with the noise. 

It trades in overcomplicated production for relatable imagery, easy pacing, and sound design that mirrors the emotional journey from frustration to resolution.

The Lessons Behind #cutthefluff’s Approach

The creative choices behind the campaign show deliberate restraint and targeted messaging.

Ads are competing for attention across every screen, which is why simplicity is becoming a competitive advantage. 

Brands and agencies looking to replicate the success of Fungi Marketing would be wise to follow the agency’s three-step playbook:

1. Prioritize Storytelling Over Selling

Ads that lead with relatable narratives connect faster than those that push products first.

#cutthefluff’s story is grounded in everyday behavior, like waking up and scrolling on a phone, which makes the narrative instantly familiar and relatable.

Instead of overwhelming viewers with features, it builds empathy by reflecting their routines and frustrations. 

This approach not only earns attention faster but also primes audiences to see the brand as part of their own daily rhythm.

2. Integrate Sound Into Your Story

Even subtle audio choices can heighten emotion and reinforce the message in ways visuals can’t.

“Sometimes, people forget that video is meant to be an audio-visual experience. It’s why films invest so much into scoring," said Forrest.

"That’s why we wanted to make sure the audio of this campaign also amplifies the message and emotions our visuals portrayed."

3. Keep Your Message Clear Beats Complexity

It isn’t uncommon for ads to lean so hard on being creative and memorable that their main message becomes muddled. 

However, clean visuals and clear pacing make messages easier to absorb and harder to forget.

The metaphor of “fluff” used in the campaign is universally understood, turning wasted marketing into a tangible visual.

The agency used sound design strategically, starting slow and reflective, then building momentum as the solution emerged.

This shift in tone mirrors the viewer’s emotional journey from frustration to clarity, creating a subconscious sense of resolution.

The use of clear and easy-to-understand visuals also takes advantage of how modern audiences watch videos on mobile: quickly, casually, and often on mute.

Both audio and visual elements clearly anchor the core message of the campaign, so audiences can still easily understand the core message of the campaign regardless of how or when they watch it.

Keep It Simple to Retain Attention

Here’s the thing: attention is short, but it’s not impossible to earn. 

People will give you those two or three seconds if you respect them enough not to waste their time. That’s the sweet spot where video thrives, so brands have to be clean, fast, and to the point.

And if nothing else, Fungi Marketing’s win serves as proof that simple stories told well can move the needle.

Strip away the filler, keep the bones of the story, and suddenly your brand is both seen and remembered.