Challenge
In a year defined by political and social division, create a holiday idea for Teleflora powerful enough to rise above seasonal advertising and enter the broader cultural conversation.
In a year defined by political and social division, create a holiday idea for Teleflora powerful enough to rise above seasonal advertising and enter the broader cultural conversation.
Idea
Turn the year's defining metaphor (a wall) into its emotional opposite. Just before Congress adjourned for the holidays, we constructed a wall made entirely of flowers directly in front of the U.S. Capitol.
Turn the year's defining metaphor (a wall) into its emotional opposite. Just before Congress adjourned for the holidays, we constructed a wall made entirely of flowers directly in front of the U.S. Capitol.
Role
Led concept development, creative direction, experiential development, film/content, agency team and production partners.
Led concept development, creative direction, experiential development, film/content, agency team and production partners.
Execution
A live public installation supported by film, digital and social content designed to extend the experience far beyond Washington.
A live public installation supported by film, digital and social content designed to extend the experience far beyond Washington.
Impact
16MM+ video views
400MM+ earned media impressions
16MM+ video views
400MM+ earned media impressions
