STARBUCKS
PSL Pumpkinhatch livestream
With plateauing sales for the first time in nearly two decades, PSL needed a way to get some fresh attention and connect with new customers. Our approach? Double down on the super fans and use their excitement as our fuel. We teased the anticipated launch date of PSL with the first Facebook Live partnership of its kind: A live PSL hatching. With events planned every hour for four days, we had a little somehting for everyone. Including some dazzling home shopping network items and a lot of puppies.
Creative Direction—Campaign Concept, Creative Strategy, Copy Direction
Results: 84 hours of content, 21 million people reached, 137% increase in social conversation, sales +4% over forecast, 3 Gold ADDY awards
Starbucks
International Women's Day
Starbucks had reched pay equity in the US in 2019. To share this achievement, we announced it live in our PR channels, and reserved our main channels for a week-long celebration of the women who made Starbucks possible, including bios of several women across all levels of the company.
Results: Leadership added $250k in media after reviewing final work; 46MM impressions; Comments 2x more positive than mission & values benchmark; Customers joined conversation by sharing personal stories
Creative Director—Strategy, Concept, Copy, Art Direction
MICROSOFT
Amy Sedaris x Microsoft Company meeting
Microsoft was looking to add some life to their annual company meeting and engage their employees in new ways. Our approach was to focus on new developments and products—shining a light on the teams that created them rather than the execs they were used to hearing from. The execs that did present, gave direct, honest, conversational speeches that spoke to their employees in a more relatable way than previous years. For comedic relief, we juxtaposed high tech with the ultimate late adopter, Amy Sedaris—who had only recently got a cell phone.
Copywriter—Meeting Theme, Interstitial Events, Scriptwriting
STARBUCKS
Gaga x Cups of Kindness
To celebrate Pride month, we partnered with Lady Gaga to develop colorful drinks whose proceeds would benefit the "Born this Way" foundation. Lady Gaga personally visited a Stabucks to serve drinks, and the three day campaign raised $250k for her foundation.
Creative Direction—Concept, Art Direction, Casting, Copy
STARBUCKS
April fools
Starbucks was looking for a playful way to connect with customers for April fools. Our challenge was to find a story to tell that was fun but didn't cause a ruckus or any real confusion. We found through social listening that #LateWithStarbucks had been trending and was just begging to be parodied. We created this video to live on social platforms, but due to covid it never went live.
Creative Direction—Video Concept, Script, Casting, Art Direction
LEADERSHIP >
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Social minis
First Day of Fall
National Coffee Day
STARBUCKS
NFT STRATEGIC
EXPLORATION
The NFT landscape was growing by the minute with enticing opportunities for brands, but our CMO was unsure if Starbucks and NFTs were a good fit. Our task was to analyze the market from a brand and customer perspective and find how (and if) we could enter the space in a way that aligns with our mission and values.
Creative Direction—Competitive Research, Creative Strategy, Concept Exploration
