Co-led creative direction and cross-partnership strategy for the multi-channel launch of Daisy Jones & The Six, shaping campaign execution across music, fashion, publishing, and media channels to drive fan engagement and reinforce Prime Video’s cultural positioning.

Business Objective
Drive incremental Prime subscriptions and strengthen Prime Video’s positioning as a premium destination for culturally relevant limited series — particularly among music-driven, nostalgia-oriented, female-skewing audiences.

Strategic Insight
Instead of marketing a TV adaptation, we collapsed fiction into reality — building a real-world music and cultural ecosystem around a fictional band to convert readers and music fans into Prime viewers.

Leverage Model

We extended the IP beyond the screen to create multiple behavioral entry points:

• Publishing Reactivation – Re-released the novel with series key art to re-engage the built-in fanbase.

• Music Industry Credibility Transfer – Partnered with Atlantic Records to launch a fully produced in-world album, driving millions of streams and cultural legitimacy.

• Identity Adoption – Fashion and beauty collaborations (Levi’s, Free People, Clairol) allowed fans to embody Daisy’s aesthetic, turning affinity into participation.

• Mass Awareness (ATL) – Heavy above-the-line investment accelerated cultural visibility.

• Performance & Social Amplification (BTL) – Converted high-intent audiences and sustained conversation through immersive SXSW activations, influencer engagement, and in-world social content.

Platform Impact

The campaign:

• Generated over 400M video views, 40M engagements, and 1.1M tweets during launch, driving sustained cultural conversation and amplifying awareness among key music- and nostalgia-driven audiences.

• Extended engagement beyond Prime into music, retail, and live experiences.

• Positioned Prime Video as a credible home for prestige, culture-driving IP.

• Strengthened long-term platform perception, not just launch-week awareness.

• Contributed to nine Emmy nominations, reinforcing brand equity.

Role: Creative Advertising Manager
Led cross-functional creative direction across media, music, publishing, and brand partnerships — ensuring campaign cohesion from mass awareness through conversion.