Your partner in marketing that demands attention.
// 240% Rise in Social Mentions
// 60% New Visitors to Dedicated Landing Page
// 20% Increase in Brand Site Traffic on Launch Day
// 108M Total Impressions (exclusive to EWG deliverables)
// 135+ Pieces of Custom Content Created
// Featured talent Normani, Sydney Sweeney, Nessa Barrett, Justine Skye and Jordan Alexander
// Featured coverage included AdWeek, Daily Mail, People, Paper Mag, Footwear News, and more
Partnered with Elite World Group to produce “The Maddenverse”, the reimagined “Big Head Girls” campaign that rocked the 90’s cultural landscape for renegade shoe designer Steve Madden. The Maddenverse is first of its kind virtual movement featuring celebrity avatars, custom digital content, V-commerce and interactive AR capabilities including Instagram filters & shoe try-on features. The initiative was the brands first foray into the Metaverse and leans into a sense of nostalgia while showing how fashion and culture has evolved over the last couple decades to create new branding opportunities.
#SteveMaddenverse featured a famous cast of modern-day 'Big Head Girls' including pop star Normani, singer-songwriters Justine Skye and Nessa Barrett, Gossip Girl’s Jordan Alexander and Euphoria actress Sydney Sweeney who were turned into Madden-style avatars via 106 camera digital scanning. Authentic voices to younger audiences, the women were enlisted to speak their truth, show their style, and inspire a whole new generation of customers.
I managed talent relations and a team of six creative mixed media production partners to deploy a multi-million-dollar marketing campaign across digital, TV, print, OOH; custom built a web and eCommerce ecosystem to drive merchandise sales.