Little girls love to ROCK! Let's give them a way to live that fantasy and empower their individuality!

12 CGI music videos released over several years earned 12M views, introduced the brand and characters, told the band's story and helped drive eight figure annual sales.

While leading creative at Build-A-Bear I helped launch several important brands and associated products that were targeted at key consumer insights. Honey Girls lets girls live the fantasy of rock stardom and empowers their individuality. The brand and products were launched with a fully integrated campaign, including, POP, packaging, digital, advertising and content. The brand was an immediate success, generating eight figures in yearly sales and earning over 12M views from associated content!

Carrier converts to a three-dimensional stage. Hangtag launches the Karaoke Studio App.

Direct mail piece opens into a concert poster.

Role: Creative Strategy, Branding, Creative Direction, Story/Character Development