Hayao Miyazaki is a master animator, but he’s also a master of guerrilla marketing. A new video from YouTube channel Movie Munchies shows how Miyazaki subtly snuck the name of his animation studio, Studio Ghibli, into his films, including on a bus billboard in Kiki’s Delivery Service and multiple times into Porco Rosso. Miyazaki also planted little reminders — or Easter eggs — of his past work into his films, which until now, were only there for eagle-eyed fans and repeat viewers.