As the Digital Executive Creative Director at Grey NYC, I led in the creation of the "Opulence" campaign as a copywriter.
As Digital ECD, I also led my team in the creation of a breeder site for a fictional animal we knew was going to be featured in the commercial. The website included a "live" camera of the pygmy giraffe playing, sleeping and eating and included a 1800 number for visitors to call to order the extremely rare and limited creature.
At the launch of the spot, we had over 200,000 unique visits to our site via search for "mini giraffes," and with over 1,000 people calling to place an order for one in the first 12 hrs.