DC Universe Launch | SDCC 2018
Results
The massive buzz the activation generated helped DC hit the weekend pre-order goal in our first day and the goal for the year by the end of the weekend despite the hefty $74.99 price tag and months long wait for the service to go live. Photos from Harley Quinn’s Chaos Room went viral on Twitter and the DC Universe Experience became the thing to do at Comic-Con 2018.
My Role
As the account, strategy, and creative lead I was tasked with developing an immersive experience that put the fan at the center and equally represented the various tenets of the service - retail, comics, movies, remastered classic TV shows, and new exclusive originals. With not much to go off of other than titles of various properties and only 24 hours to develop the concept, I leaned on why fans love DC - the ability to live vicariously through these amazing characters. With the core concept sold in the next day, I worked closely with show and comic creators as well as DC executives to get each element right. Everything from the design for Harley’s iconic bat to building the retail component on-site mattered to create an amazing launch for the service.
Blade Runner 2049 Experience | SDCC 2017
Results
The experience generated millions of impressions and set the bar for experiences at the convention. Press and fans were enamored with the property and owned the conversation for SDCC. We earned a gold Clio for the event and cemented Giant Spoon’s experiential practice leading to work like SXSWestworld and more.
My Role
I led the strategy and creative development for the months leading up to the event. To pull this off, I became intimately familiar with the property and what made it so beloved in order to direct the design of this incredibly immersive sci-fi event and ensure it would live up to very high expectations. On the ground, I managed a team of 100+ people and did everything from walking reporters through the finer points of the event to delivering water to our guests standing in line for 4+ hours.
Red Robin Brand Campaign
Results
Focus group testing saw our Mom target change the way they saw Red Robin. The spots were relatable, tapping into real frustrations they felt with lacking time, and shifted the perception that Red Robin was a more expensive restaurant to being a value driven option when wallets were tight.
My Role
As the strategy lead on the account, I identified Red Robin’s dinner decision-maker and defined their process when it came to dining out. Leveraging existing primary research from Red Robin around the occasion and secondary research to define the target, the culture, and the challenges facing casual dining, I was able to develop and sell in a new brand strategy going forward across their marketing, loyalty program, and in restaurant.
Farmers Insurance Brand Campaign
Results
People on average quote 2-3 insurance companies, making being one of the top 3 they remember and would consider a key metric. During the Gaps campaign we saw consideration jump to our year-end goal, on par with Progressive, who outspent Farmers 6:1.
My Role
I worked closely with the associate planning director and head of planning to develop, sell and implement the strategy that led to the Gaps campaign. This included developing primary research (qualitative and quantitative), and marrying that with third party research to create not just a differentiated message, but an overall business strategy shift. Once the strategy was sold into the marketing team, we helped them roll it out to every department from sponsorships to actually rebranding services with their agent base.