Drive interest in Digicel’s holiday sales push with a video campaign for 31 markets. Make it feel like holiday joy (not a sales pitch) and land a genuinely heartwarming emotional turn.
02 — Approach & execution
Once the concept got the greenlight, I led production and rollout across 31 markets on a two-month turnaround. That meant building a clear playbook for local teams to execute fast without losing the heart of the idea. I also directed talent remotely, keeping performances consistent and the storytelling joy-first from the first shot to the final deliverables.
31 videos launched during the holidays in 31 markets, celebrating the joys of giving
03 — Impact
It increased traffic and holiday demand across markets, while building real brand affinity. The spot landed with a surprise made for the receiver: the influencer was opening presents for a charity, not knowing the charity was in the next room cheering them on. That heartwarming payoff helped drive millions of views across markets.