MY LITTLE PONY

Renowned American toy company, Hasbro, has developed My Little Pony over the last 40 years into a robust landscape of products and entertainment content that stretches across multiple consumer touch points. As a newly retained client, I collaborated with cross functional partners on brand and media strategy, to ensure our creative equity, quarterly, and promotional campaigns laddered up to the larger brand marketing ecosystem—all the while leading creative and production teams, and multiple work streams across NY, LA, MX, and BA.

Within our Where the Ponies Roam campaign, we delivered multiple, micro banner campaigns throughout the year and spanning across both 2D and 3D elements. The first being an additional driver to the 2D YouTube series, we concepted, pitched, and developed the client's first DCO banner campaign. Running as an evergreen content and with visual and messaging frameworks, this strategic approach allowed clients to think of creative in longer terms, and maximize content for budgetary efficiencies. With a new episode dropping weekly, our campaign also refreshed—delivering against 8 concepts for a 40 week period culminated in 1600 assets. Hasbro was launching the new 3D animated long-form series, Make Your Mark, in partnership with Netflix in Q2. As our second banner initiative, we developed a robust rich media including 3 concepts and was refreshed with messaging for the launch of their secondary Make Your Mark Netflix movie in Q4. Another first—we even ran a concept without textual messaging.


Role / Creative Director, Client Management, Creative + Art Direction, Concept Creation, Design, Production, Creative Effectiveness

WHERE THE PONIES ROAM

Our campaign drove audiences to the 2D animated YouTube series, My Little Pony: Tell Your Tale, which incorporated a newly established animation style and leaned into the daily lives of the Mane 5 with a heavier handed comedic approach.

Quickly cultivating high levels of trust with our clients, we developed this original content in-house.
A first, and big win!

WE WANT MORE

Always strategically aligned with our audience and their behaviour, we supported our Hasbro client with AR/VR concepts across both the 2D and 3D content for peak activations and partnerships throughout the year.