Creative Direction & BRAND STRATEGY
Tonies | Discover Imagination
A campaign that champions childhood off-screen
The Spot
Screen time is a tension every parent carries. We built Discover Imagination around the nerve to name it — positioning the Toniebox not as a toy, but as a gateway to the vivid, fantastical worlds kids create in their own minds.
Out of Home
Billboards placed directly outside Apple Stores. The provocation made visible.
Results
The campaign resonated. The main spot hit 9.1M plays to 100% completion on Facebook and Instagram, and drove $24.6M in retail sales at Walmart and Target.
Joined Brains on Fire as Chief Creative Officer, brought in to help lead the agency’s next chapter of growth alongside co-founders. Led brand creative and design across all clients, from people development to new business. Crafted the “Discover Imagination” campaign for Tonies USA — helping retain the account and set the creative direction for the brand in the US market.
