2017 - 2018 Toys"R"Us
Integrated Brand Campaign
A new initiative was being rolled out in the retail chain to bring the stores to life through hands-on play. I led the creative for this effort, which included a campaign style-guide, photo & art direction and managing execution from concept to launch. Within 2 months at 42 test locations, Play Lab generated +$2.6MM in incremental sales vs. stores without the lab. The ad-recall rate on social video units performed 66% above benchmark, which we optimized by discontinuing static units and promoting only video.