Beartown- # 5 New York Time Best Seller, Amazon best book 2017, Audible Best Book 2017 and film and television rights optioned by Filmlance International.
Client: Atria Publishing, the New York Times, theNewYorkTimes.com, People Magazine and People.com.
Goal: To direct marketing strategy that equaled the tone of Backman's recent novel and loyal fans and new audience.
Results: The campaign strategy followed the seasons change in the Beartown's forest over a 12 month period. By highlighting the ever-changing landscape and tailoring the accompanying message to reflect each season allowed for increased interest and new readers each season. Beartown was one dimensional, it is not a book just about sports or just about teenage angst. By being able to shift the focus, the depth of the audience widen an interaction and broaden the audience.
Role: Creative Director, Designer, & Video Producer in digital and print advertisements.