When the client delivered an outlier product, entirely unique from any other brand entity, we were presented with an interesting challenge: create a story surrounding this one-of-a-kind offering to stimulate loyal fans and engage new audiences.
I told that story in short chunks, with over 60 pieces of content created for the six-week campaign -- including responsive pieces created on-the-fly to react to social media trends and comments. The campaign hub was a Tumblr page with paid and organic social support.
With a limited edition product, sales were guaranteed before we even started. Our goal was to create buzz around the product and communicate, frankly, just how awesome the partnership with Oakley was. Not only was engagement on social media off the charts, we received coverage from a variety of industry trades, including my favorite, Uncrate.
The best outcome was also the worst: would the brand feel confident enough to come up with other curveball collaborations and products that don't seem to fit the lineup as much as The Flask didn't? I left the agency, so I haven't worked with the client since, but they keep coming out with one-off partnerships, so I'd say it went well.
I was only with that agency for a short time, but I learned a lot about how to be a part of a creative team and how to lead a creative team, thanks to a creative director who was a great mentor. I learned how to distill ideas down to a tight kernel with no extra fat, how to roll with the punches when they inevitably come during a months-long project with lots of moving parts. How to commit to rigorous work ethic. I learned how to approach creativity in a focused way that accomplishes a goal, and how marketing is different from art in that it serves a business purpose and evokes a specific reaction, but that our work should be as close to art as we can get without losing sight of the goals.
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