We launched the campaign — and the new product — with the help of Latrice Royale, a drag artist famous for her run on RuPaul’s Drag Race where she was named Miss Congeniality. Our goal was to breakthrough the usual, predictable Valentine’s Day noise by unleashing a campaign that serves up a fresh perspective on an old holiday — inviting consumers to think differently about everything from who they love to what they gift. With a modest production budget and a herculean producer, from concept to launch we pulled the campaign together in just 8 short weeks, creating 20+ pieces of content along the way. Phew, I’m still tired just typing this.
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Associate Director, Social Marketing: Steph Loffredo
Associate Creative Director: Chelsea Anderson
Senior Copywriter: Corinne Brinkley
Art Direction & Visual Design: Hannah Shams, Luke Romig, Richee Chang