A feature documentary that took a retail sponsorship into premium entertainment on Hulu.
Industry
Retail
Role
Creative Direction, Branded Content, Social, OOH
Timeline
2 months
P.C. Richard & Son was already backing Who Is Stan Smith?, a feature documentary, and looking for a young, diverse audience its retail media was missing. I picked it up from there and built the brand into the story the film was telling.
I led the creative on the work that hung off the film: the co-branded spots made with AI, the creator content, the social and out-of-home, and the activations that put the story in front of people in person. Stan Smith carried it as the brand ambassador. Every piece pointed back to the documentary.
300M+ Earned media impressions
10.9M Consumers reached, 18-34
+10.8 pt Brand awareness lift
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