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Migration

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.

 
“Let’s Fly”
 

Universal Pictures partnered with Amazon to drive mass awareness for Illumination's Migration - a family adventure film about traveling ducks - seeking to dominate the holiday box office through innovative marketing solutions. Leveraging the film's core theme of travel and adventure, we created a multi-faceted campaign celebrating family journeys and holiday experiences. We delivered a first-to-market execution with Prime Air drones and boxes, wrapping them in Migration branding and featuring them in a custom commercial where we surprised a teacher and her classroom with their own adventure. The commercial leads viewers to a sweepstakes offering prizes ranging from a trip to Jamaica (where the ducks are headed) to Migration merchandise.

Role: LEAD CREATIVE DIRECTOR I PArtnerS: Prime Air, Hey Wonderful Creative Production, DIRECTOR - PEKING, EDITORIAL - UPPERCUT

Finalists for the 2024 Digiday Awards

Prime Air Branded Drone

Prime Air branded box

Amazon Brand Store Page

Press: Amazon Ads, KBTX, Lia