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Wicked

The "Oz Casts a Spell on Amazon" campaign was strategically approached to elevate Universal's "Wicked" beyond a typical film release, positioning it as a cultural phenomenon and enduring entertainment franchise through Amazon's unique canvas. The ambitious global integrated marketing initiative transformed Amazon's into an immersive gateway to Oz, creating multiple touchpoints for audience engagement and brand interaction. At the helm of this groundbreaking campaign, I served as lead Creative Director, overseeing the entire project lifecycle while managing cross-functional teams and fostering partnerships with Universal Pictures and external partners. My role encompassed leading creative ideation, developing strategic frameworks, and orchestrating the seamless integration of physical and digital experiences to bring this ambitious vision to life.

“Oz Casts a Spell on Amazon”

Wicked was making its big screen debut ahead of the Thanksgiving holiday. Many were unfamiliar with its story, so this awaited film needed to attract a wide audience, engage newcomers, and allow longtime fans to experience its magic in a fresh way. Wicked has the power to shift perspectives by challenging what’s familiar and transforming it into something thrillingly new and unexpected. When the enchanting world of Oz casts a spell on the familiar world of Amazon, Wicked magic abounds. Through an epic transformation across Amazon, this month-long global campaign added a touch of wonder to everyday commerce, seamlessly taking over both physical and digital spaces and leveraging multiple partners, platforms, and products.

Role: LEAD CREATIVE DIRECTOR I PArtnerS: FANDANGO, m ss ng p eces, TwitCH, TNF, AMAZON LIVE, IMDb, ALEXA

Amazon Spheres

We kicked off this campaign at Amazon headquarters, launching a real-life Emerald City event that brought Glinda's bubble to life through immersive sensory experiences.

Prime Early Screening

Prime members could see Wicked in some US theaters four days before its global release.

OzOnAmazon.com became the central destination for all things Wicked. Every Wednesday for one month, Amazon customers discovered magical offerings of exclusive content and must-have products that were revealed each week via Wicked Wednesdays.

Amazon Live co-hosted by Glee alums Amber Riley and Kevin McHale

Alexa

Alexa enchanted the home via an immersive, 2-path Alexa Theme where customers could pick Glinda or Elphaba’s themed interactions along with custom voice responses, soundtrack songs, and Wicked merchandise.

Results:

  • Early Screening generated $2.5MM in opening weekend box office revenue

  • Alexa Theme achieved the highest customer engagement rate of any Alexa Theme launched

  • 1113 total media mentions

  • 27 industry mentions