This was the first campaign I ran independently while reporting to our VP, who empowered me to execute my more experimental ideas.

THE KEY ART

I pitched our VP the idea of engaging independent artists with solid backgrounds and social media followings that could double as influencers. I reached out to Bill Elis to create a major piece of marketing art for us featuring this set’s villain. Ashiok, the underworld and Bill Elis were a perfect match (one of his most recognizable works was his key art for John Wick). The result was stunning.

In addition to Bill’s art we also had an ongoing contract with an agency to create key art for this and a few previous campaigns. Their piece would act as a teaser featuring the set’s well known heroine who was thought to be “dead”. My direction drew inspiration from Alien movies showing the characters wading through the water, unable to see what horrors lurk beneath the surface. We wanted to also include a duality between good and evil as well, showing her reflecting shift from her own to Ashiok’s.

SOCIAL ENGAGEMENT

By this point we had been working hard to foster great relationships with our business partners in other teams. They started to count on us to ideate concepts for other activations outside paid media marketing. One of these projects was brainstorming types of social media activations that were themed after the set’s story. Our winning idea was a film festival.

One of the perks of participating in this festival was a chance to receive a few branded goodies, as well as a one of a kind trophy made by Melita Curphy, and art directed by myself.

ZIPPY’S COLLAB

We were also contacted by the PR team to design packaging, posters and a billboard for a rare collaboration with a local burger joint. This was a very unique project for our team. I ran an exploration involving all our designers. These were the final selections: