Project: In-Stream Reserve Campaign
Facebook In-Stream Reserve (ISR) is the top-tier of video content on Facebook in which in-stream video ads can run (mid-roll or pre-roll).
With the rise of the TV cord-cutters and cord-nevers, agency and media partners are looking to build value with this shift in viewing behavior and content. A campaign was created to drive consideration for ISR during key video planning and buying timeframes through solution-oriented messaging around these new hard to reach audiences.
Role: Creative Lead + Art Direction
Over ten months and three marketing strategy pivots due to Covid-19, this blue couch concept evolved from an event-focused program into a video first campaign with on and off-platform media as well as out-of-home deliverables.
The production spanned from casting and co-directing the 20+ cast members to designing a modular couch design that could be captured in an infinite manner for the campaign create and elevated for tentpole moments. Along with leading the creative and XFN teams, the role also included managing the brand implementation between Facebook company and Facebook app.