Why is this project special to me?
From crafting the product positioning to envisioning a launch campaign. From planning the script and spotting and testing the hacks, to planning the layout of the box and camera placement. From working out the user journey and content of the website to defining the campaign journey from teasers all the way up to the replays. From crafting live edits of the footage to keep engagement and traffic pouring in, to pushing out PR notes and tweaking the script flow live based on fan interactions on Twitter. And in conclusion, penning the Effie winning case for the experience. (A scale of experience and contribution that I owe to being lucky enough to work at a fiery integrated creative hot shop!) As a creative person, the experience was all-consuming and tremendously exciting and enriching. Where client, production and agency go shoulder to shoulder, hand in hand, and make something truly different.

Interested to hear about the strategy? Email me.