Lily's Gift Decider
Creative Director, Copywriter
During the pandemic holidays, AT&T wanted to give overwhelmed shoppers a reason to return to stores and stay. Something fun, actually useful, and entirely scalable. Enter my passion for Choose Your Own Adventure books.
The Stakes
Most holiday activations die between the corporate-mandated tinsel and the "Happy Ho Ho Ho" signs. Shoppers are rushed, distracted, and allergic to more marketing, and this year, they were scared. The challenge was to create an experience that felt playful instead of promotional, while still guiding people toward the right gift without friction.
The Impact
Drove measurable engagement through 5,000+ retail deployments across major locations, creating a scalable model for experiential retail activation
Won Silver Addy Award for innovative copywriting and narrative design in emerging technology
Transformed gift-giving into a branded story that positioned the client as innovative and customer-centric during the peak retail season
The Proof
Lily's Gift Decider