Here Vanessa Hudgens plays three archetypes of school in a three month program
that put Sears fashion back on the map with teens.
Stores sold out of the fashions you’re about to see.
Steering Sears away from price-point messaging toward engagement led the brand to embark on its first multi-platform effort ever. To do it, I led the creation and production of a music property starring Vanessa Hudgens, plus the design of a digital experience where it lived: Arrivelounge.com. It required actively leading over 9 marketing partners including Disney, Creative Artists Agency, ePrize, Wunderman, Edelman, and Sears in-house marketing, digital, program development and PR teams. And it won at Cannes for integrated media.
My role these days is less an ‘agency creative’ and more of a brand agent.
My job is to create programmatic opportunities and develop properties and creative relationships for my clients.
5 million Youtube views later, this work is still actively introducing teens to Sears on
a daily basis.
MUSIC VIDEO STARRING VANESSA HUDGENS
'MY OWN TWO FEET' WEB SERIES TRAILER — we created a multi-episode web series that followed Vanessa's dancers
behind the scenes through call-backs, rehearsals, and of course, wardrobe fittings that featured Sears teen fashions.
Tie-ins to Disney's other teen properties were woven into the site, and Arrivelounge.com was promoted at Disney.com in a deal we negotiated with Disney and Creative Artists Agency.