Making Fetch Happen
As the creative lead for Fetch Rewards’ rebranding campaign, I developed the video concept, wrote the script, and assisted in directing the shoot to announce the company’s shift to "Fetch." The goal was to reposition Fetch as more than a rewards app, showcasing it as a dynamic, social platform.
Concept & Execution
I crafted a playful narrative featuring Mean Girls icon Damian (Daniel Franzese) as a modern-day Fetch user. The ad cleverly intertwined app features with Easter eggs from the cult-classic film, drawing the attention of Fetch’s target audience. The campaign achieved over 1MM YouTube views in its first week and garnered media coverage from outlets like AdWeek , MediaPost, and The Wrap.
Merch & Promotion
I led the creation of a custom merchandise line, including graphic tees and stickers, along with directing a nostalgic photoshoot inspired by 2000s teen culture. Working closely with the marketing team, we developed a 360 promotional strategy, ensuring cohesive messaging across all platforms, driving brand awareness, and celebrating the rebrand with a strong creative vision. Read my supporting blog post here.
