Over the years I’ve worn many hats: writer, creative director, founder, drag queen, social influencer, coach, forager, shetland pony groomer. But of all the hats I’ve worn, my favorite is the thinking cap.
So when I stumbled upon Wexley School for Girls in 2005, I became obsessed with their approach of not making ads, but media-agnostic creative problem solving. I swiftly devised a campaign involving dramatic forged letters from my mother and real jars of her delicious jam until they hired me as a junior copywriter, and my experiential career began. (Thanks Mom.)
Of course, back then it wasn’t experiential; back then brands didn’t know what the hell it was. It was “guerilla,” “non traditional,” “other.” It was rogue, wild, and dangerous. Those were the days of, “Give ‘em a few grand and see what crazy stunt they do.” The burgeoning days of YouTube, when unpaid content could just “go viral.” And it did.
From street teams to flash mobs, takeovers to pop-ups, gamification to VR, I’ve seen a lot of trends come and go. But what remains is the moment consumer and concept collide. The moments that become stories, the smiles that become shares. The connection, the emotion, that’s the magic.
And I’m lucky enough to take a peek from behind the scenes, tip my hat, and then head off to the next challenge.