Tallia | Lunar New Year
Creative Director | Head of Marketing
These videos show the full version of Tallia video campaign and the fifteen-second version that ran on the Nasdaq building in Times Square.
Objective
Create a more elevated, youthful, and diverse advertising campaign. Shift ad budget from print to digital. Adjust ad placements to better position the brand with the target audience. Reach a new demographic to drive sales to Macy's and better specialty stores nationwide. Campaign inspired by Stranger Things' Upside Down alternate dimension.
Actions
Directed all creative from concept through production and delivery. Ran print ads in Esquire, Essential Homme, MR Magazine, NYT T Magazine, NY Post, and WSJ Style Magazine. Ran first-ever digital ads in Esquire, GQ, Essential Homme, MR Leaderboard, NYT, and WSJ. Produced and ran first-ever video ads in the Times Square Nasdaq Building from October 2019 through March 2020.
Results
Delivered on budget and on time. Achieved a more elevated, diverse, and youthful campaign. Times Square billboard: 1.5 million viewers/day. Doubled exposure during New Year's Eve ball drop and caught national television attention driving shoppers to Macy's.