insight:
story-driven candyjar content often lacked a cohesive strategy that fully integrated creative development, marketing, and paid distribution, limiting audience engagement and trailer impact.

idea:
as full-funnel creative producer, i developed the entire strategy myself—straddling creative strategy, marketing, story development, and punch-up screenwriting—helping ideate the story arc, punch up the script, and write the studio movie trailer to maximize engagement and conversion potential.

impact:
the campaign showcased a fully integrated approach to creative production, bridging story, marketing, and paid media. by leading the strategy, creative direction, story development, and trailer copy, the campaign strengthened audience engagement, positioned luna graced as a standout candyjar title, and established a blueprint for full-funnel creative execution across future campaigns.