CRUNCHI

Crunchi came to us with the challenge to create a campaign that showcased their various products and included their largest demographic ‘the moms’. It was a blast coming up with the copy for this ad and I’m glad the client was open to humor. This video lowered their CPA from over $10 to $3.74 which set their new ad standard. My responsibilities included creative strategy and copywriting. The client didn’t provide much market research so I spent most of my time researching beauty trends, popular products, and demographic insights. I, unfortunately, wasn’t tasked with directing this project, but if I was… I would have made sure that the actress actually applied the products and created better-stylized product shots (“cough” “cough” the eye-shadow).