At Publicis, my creative partner, Lea Platz and I were tasked with trying to capture all the emotions of being on the cusp of a great experience for Citi Entertainment. We collectively channeled our inner concert-goer to help create and activate a new positioning platform for Citi Entertainment — Designed for more once in a lifetimes — as well as mark the first creative campaign for Citi's entertainment offerings, ever.
We had the privilege of working with outstanding dirctor Brian Beletic at Smuggler, to helped hone our vision and make magic out of it. Combine that with our fantastic DP Natashia Braier, our amazing editor Maury Loeb at P.S. 260, Alex Bickle from Color Collective and visual effect wizardry from The Mill, LA we made something really special. Topping this off was the simultaneous release of Zara Larson's unreleased track, WOW, to generate extra intrigue and ear worm recollection. A special shout out to P!nk for letting us use her light wall and the rest of the Publicis x Citi team for backing and supporting this work, all the way to the front row, VIP.
It also didn't hurt that we were also developing Citi's first voice skill at the same time, so we were able to build very integrated campaign around both our talent in the Entertainment spot as well as have a line of sight into the vocal user experience of the voice skill to connect all the dots on this campaign.