STARBUCKS
PSL Pumpkinhatch livestream
With plateauing sales, PSL needed a way to get some fresh attention and connect with new customers—and we knew if we got our super fans excited enough, the word would spread. Our plan—tease the anticipated launch date of PSL with a first of its kind live PSL hatching. With events planned every hour for four days, there was something for everyone. Including some dazzling home shopping network items and a lot of puppies.
Creative Direction—Campaign Concept, Creative Strategy, Social Posts
Results: 84 hours of content, 21 million people reached, 137% increase in social conversation, sales +4% over forecast, 3 Gold ADDY awards
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 stray too far from the core brand—we wanted to humor and delight but not actually convince anyone of anything. 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
MICROSOFT
Company meeting
Known for their somewhat dry company meetings, Microsoft hired us to look at the event holistically and find ways to engage their audience in new ways. We cut down on the executive speeches and focused on new developments and products—shining a light on the teams that created them. The execs that did present, gave direct, honest, conversational speeches that spoke to their employees in a more relatable way than previous years. We juxtaposed the high tech stuff with the ultimate late adopter, Amy Sedaris—who only recently got a cell phone—her goofy antics and self-deprecating humor was the ultimate ice breaker, providing welcome comic relief.
Copywriter—Meeting Theme, Interstitial Events, Scriptwriting
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
