[SYSTEM SPECS]
CLIENT: PEPSICO (STARRY)
ROLE: SOCIAL STRATEGY LEAD + CREATIVE STRATEGY
OUTPUT: CAMPAIGN ARCHITECTURE // NBA FINALS
STATUS: 8M+ VIEWS // VIRAL LAUNCH
CRASHING THE FINALS. engineering the viral entry for pepsico's new lemon-lime challenger.
[THE.BRIEF] launch Starry to a skeptical gen z audience during the biggest cultural moment in sports: the nba finals. the objective: disrupt category dominance by synchronizing client, agency, and talent channels into a single moment of impact.
[THE.INSIGHT] gen z smells a script. traditional sports marketing is polished and predictable. to cut through, we needed chaos. the strategy pivoted from "commercial" to "mockumentary," but the execution relied on timing. we didn't just drop content; we hacked the finals schedule to intercept the conversation.
[THE.SYSTEM] cadence // synchronicity // impact. a coordinated social offensive. the architecture: orchestrated a multi-channel rollout (brand + agency + talent) designed to flood the feed exactly when the audience was looking at the screen.
[EXECUTION.LOG] + strategy: devised the social ecosystem and posting cadence around the nba finals schedule for maximum algorithmic weight. + talent: defined the strategic rationale for talent selection, ensuring creators felt native to the platform, not just paid actors. + leadership: led social media planning within the Integrated Agency Team (IAT), aligning multiple stakeholders on a singular vision. + visuals: advised on art direction to ensure assets were optimized for mobile-first consumption (lo-fi texture, fast cuts).
[COMMUNITY.SIGNAL] immediate traction. the campaign successfully inserted starry into the nba conversation. > 8M+ views across social platforms. > drove significant gen z brand engagement during the launch window. > established the visual roadmap for starry's "always-on" social voice.
[CLOSING.CODE] new soda. new rules. it hits different.