It started with an anonymous survey we drafted and sent to thousands of influencers to gain insight into where numbers are landing in negotiations. What came back was striking enough to become the backbone of the entire campaign. The results didn't just inform the copy, they drove the direction and output. Every creative decision that followed was in service of what the data had revealed.
From there, I produced the full campaign shoot from scoping and planning until asset delivery and distribution. I lead casting models, sourcing wardrobe, securing the studio, hiring the photographer and makeup artist, and building the run of show from the ground up.
On set, I directed the still imagery while simultaneously capturing anonymous style interviews for social. Once raw assets were in hand, I worked closely with the design team to develop the OOH creative, then entered negotiations with multiple vendors until we landed on the right fit for our budget: wild postings and digital bus shelter placements across New York City.
The media buy was anything but random. I mapped Fohr's warm leads and dream clients by office location across the city, then worked directly with our OOH vendors to target those specific corridors so the campaign landed not just in front of people, but in front of the right people. I also led the social content development from the campaign footage, managing multiple rounds of feedback with editors and providing creative direction throughout post-production. Budget, contracts, negotiations, asset development, and timeline management were mine across every phase.
The campaign generated significant buzz within the industry, resonated deeply with our client base, and positioned Fohr's new technology within a cultural and ethical conversation that the space was already hungry to have.