The challenge
A rewards app with a loyal but narrow user base needed to become a cultural brand with real personality. So the rebrand couldn't just announce a new name. It had to introduce a new era.
The insight
Our audience already had the line memorized. We just had to make it happen.
The idea
We built the campaign around Mean Girls, where "that's so fetch" was both the joke and the reframe: strategic nostalgia that told exactly the right audience we get you. I developed the concept, wrote the script and co-directed the shoot with Daniel Franzese, then led a merch line and a 360 rollout that kept the campaign coherent across every surface.
