Picture this. It’s February 2020. You’re set to launch a new hard seltzer in a highly-saturated market. Your product is called Social Club and was created for the people that hustle. But in the face of a pandemic, all hustling must come to a halt, and socializing is completely off the table. So, you pivot. This is the setting for how my team conceived and launched Social Club Seltzer.

Instead of trying to lure consumers with what we think is a groundbreaking brand launch, we decided to hire our target audience to help us build the damn thing. We used our launch film to call on designers, writers, filmmakers, producers and all-around creatives to help build Social Club’s very first marketing campaign.

Our inaugural Create the Club class featured 10 incredible creatives. Every single one of them received a creative brief custom tailored to their craft, from music to filmmaking, textile design, illustration and more.

role: Senior Copywriter
deliverables: creative development; program production; script writing; social strategy; editorial
awards: 2021 Webby Nomination for Best Social, Community Building & Engagement
team: Andy Verderosa (Associate Creative Director), Steve Cady (Associate Creative Director), Desirae Smith (Copywriter), Carolyn Lee (Art Director), Lindsay Chopin (Account Lead) Mella Re (Producer)