Making Fetch Happen

Campaign Concept / Creative Direction / Brand Repositioning / 360 Rollout

Fetch was changing its name, but the bigger challenge was changing what people thought it was. A rewards app with a loyal but narrow user base needed to become a cultural brand with genuine personality. That meant the rebrand couldn’t just announce a new name. It had to introduce a new era.

I led the creative from concept to execution. The strategic insight: lean into a cultural artifact that already lived in our audience’s memory. We built the campaign around Mean Girls — specifically the “that’s so fetch” phrase was both the joke and the reframe. It was strategic nostalgia meant to say we get you to exactly the audience we were trying to reach.

I developed the concept, wrote the script, and co-directed the shoot with Daniel Franzese. I also led a merchandise line and a 360 rollout strategy that kept the campaign coherent across every surface.

The result: 1M+ YouTube views in the first week. Coverage in AdWeek , MediaPost, and The Wrap. And a brand that finally felt like it had a point of view.