Squish-a-longs
Launch Campaign + Strategy, Brand Photo Shoot, Social Content
We partnered with Jazwares to launch the mini version of their super popular toy, Squishmallows. Our strategy was to position these adorable toys as the must-have item for kids on the go by bringing them into our world with a styled shoot and native social videos.
In preparation for launch, I worked closely with the set designer and photographer to determine the art direction for the product shoot and social content. We zoomed in close on the bite-size toys and choose a cheery color palette with soft, rounded set pieces.
To announce the release, we created a dynamic social video that quickly rotated between all of the new mini collectibles to get fans pumped.
After product launch, we shifted gears to highlight all the fun things you could do with these toys IRL. I shot, directed, and edited original content of Mini-Squish on ice cream cones, inflatable pool toys, and track fields among other locations.
Social Launch
We designed and animated fun content series that drove engagement on social with interactive games and humor-driven posts aimed at parents of Squish-lovers.
Repeatable Series
Creative
Brad Burris Creative Director
Ariel Roth Associate Creative Director (lead)
Iris Sun, Courtney Buege, Gabriella Alvarado Designers
Katie Bettini Set & Costume Designer
Patrick Gookin Lead Photographer
Leslie Sager Shoot Producer
Accounts
Arianna Norvelle Account Manager
Trokon Johnson Project Coordinator
Strategy + Copy
Carla Rosales Lead Strategist
Sofia Cabrera Senior Community Manager
David Rosenzweig Senior Copywriter