Last Christmas, we discovered an upsetting trend: thanks to the internet, kids are losing belief in Santa at younger and younger ages. A kid's Christmas can be ruined with just a simple Google.
So for Macy's, we set out to change that with the Santa Project. We asked people all across the internet -- famous and not -- to share videos and photos across social media, affirming their belief in Santa, so the next time kids Google Santa, they find something magical.
This was a massive campaign that reached millions of people across social media, and even managed to (slightly) melt my cold, cynical heart.
Role: Sr. Copywriter, campaign concept + social executions