Tron: Ares
Fake OOH Stunt | Disney
🏆 Pitch win for 20Ten Creative
The Brief: To promote the release of Tron: Ares, we executed a high-impact digital campaign that blurred the lines between the digital "Grid" and the real world through a series of "Grid breaches" across London’s most iconic landmarks.
The Challenge: How do you translate the high-concept, digital world of Tron into a tangible real-world experience that resonates with both die-hard fans and a new, broader audience?
Creative Concept: Mirroring the film’s narrative of a digital takeover, I co-led the creation of hyper-realistic FOOH (Fake Out of Home) stunts. By subverting London’s skyline with the franchise’s signature red aesthetic, we created a sense of "digital subversion" that felt authentic to the lore while demanding attention on social media.
The Result: The campaign secured a major pitch win for 20Ten Creative, generated 20K+ direct engagements on Disney UK’s channels, and sparked massive organic reach through creator-led and fan shares.
My role:
Creative Strategy: Conducted deep-dive research into Tron legacy fandom to ensure every visual cue and narrative beat felt authentic to the franchise.
Creative Ideation: Led the conceptualization process from initial "breach" sketches to final video production, working in lockstep with the in-house creative department.
Copywriting: Authored all concept scripts, pitch deck narratives, and social-first copy for the final assets.
Lidl Bakery Plushies
In-store activation & launch
The Brief: To drive in-store engagement and reward "bakery superfans," we launched a community-led moment centered around an exclusive, trend-driven "Middle of Lidl" plushie collection.
The Challenge: How do you turn a standard grocery bakery into a high-heat cultural moment? We needed to reward loyal fans while sparking organic, shareable content that felt authentic rather than "corporate."
Creative Concept: Working closely with the client, I tapped into the viral "Jellycat" plushie craze by encouraging Lidl to launch a collection of bakery-themed dupes (croissants, pretzels, and doughnuts). Adopting a "stealth drop" strategy, we refrained from traditional promotion, instead allowing the community to "discover" the items and fuel the hype through organic UGC and reactive social commentary.
The Result: The collection sold out in under a week, generating 100K+ engagements and mainstream media coverage from outlets like The Sun. The #LidlBakery tag surpassed 19M views, cementing Lidl's status as a brand that truly understands internet culture.
My role:
Strategic Approach: Identified the "Jellycat" trend as a high-value opportunity for Lidl’s "Middle of Lidl" range, focusing on scarcity, collectability, and aesthetic appeal.
Community Amplification: Orchestrated a reactive social strategy that turned customers into brand ambassadors by resharing unboxings and haul videos in real-time.
Reactive Engagement: Maintained campaign momentum by leading high-energy community management, using "brand banter" to keep the FOMO alive and driving users in-store.