Feel the force on iTunes.

BACKGROUND

Apple was about to get exclusive digital download rights on all 6 of the Star Wars movies, and the brand had chosen to let the world know during an ad break at The Oscars 2015. As the flagship store for pop culture, this offered a huge and high-profile chance for iTunes to celebrate the movies in front of an audience of entertainment lovers, and to remind everyone of their magic all over again.

OBJECTIVE

Bring the new positioning 'The flagship store for pop culture’ to life in the context of Star Wars exclusivity on iTunes.

CHALLENGE

How do we announce Star Wars exclusivity while encouraging people to re-experience the magic via iTunes?

OPPORTUNITY

Celebrate the cultural impact of the movies Star Wars movies in front of an audience of entertainment lovers.

MY ROLE & RESPONSIBILITIES

• Led the partnership initiative from a brand and client management perspective

• Oversaw the strategic and creative development

• Infused best-in-class digital strategies and ideas throughout

• Managed internal reviews and client presentations

ACHIEVEMENTS

• Inspired teams to look beyond just a TV spot and to take advantage of the entire iTunes + Apple ecosystem

• The work got presented to Phil Schiller (Apple's SVP WW Product Marketing) and Bob Iger (Disney's Chairman & CEO)

• The Force was strong and the love was high among TBWA and Apple teams

• The spot was approved to run at the Oscars (but did not get released)

INSIGHT

Star Wars lovers are some of the most rabid and devoted of all time. The films have birthed a universe of pop-cultural homage and cliches, and we can use this to drive people to iTunes to watch them again.

STRATEGY

Feel the full power of The Force on iTunes. Celebrate the cultural power of the Star Wars Universe, and some of the unusual, eccentric, and creative ways that people express their love for it.

REASON TO BELIEVE

Digital versions of the first six Star Wars films will be available exclusively on iTunes ahead of the release of Episode 7: The Force Awakens in December 2015.

PROJECT OVERVIEW

I served as the project lead and brand director. To announce the entire Star Wars Saga coming to iTunes for digital download, we created a series of ads composed of our favorite moments from all the films. They each have their own special way of launching the big news. We also created a 60-second commercial that was approved by both Apple and Disney's executives (but it was never released). We didn’t hold back. The force was so strong that we were inspired to also devise a full-blown integrated campaign (even though it wasn’t the original task). In the end, we built a strong iTunes case study for the agency to help secure future partner exclusives. Below is a snapshot. Please email me for access.