Harry Potter Franchise
01 — THE SITUATION
Harry Potter isn't a brand, it's a world – with a fandom that knows the canon better than any marketing team does. Every piece has to earn its place in it, across a franchise that sells everything from wands to memberships.
02 — WHAT I DID
Creative Lead for the Wizarding World franchise at Warner Bros. Led creative from CRM to product launches to live broadcast – print, packaging, web, e-comm, social and in-store activation.
03 — WHAT HAPPENED
The Pin Seeking Programme – a collectible pin line with app-connected packaging – sold 14,000 units in four months on a £250k programme, and got picked up by Forbes. A live BBC-hosted quiz with CGI production. Paid campaigns that beat CTR benchmarks, and email open rates at double the entertainment industry average.
KSwiss Campaign
I developed the creative concepts for the social activation supporting the release of the limited edition Harry Potter + K-Swiss trainers, which sold out within hours. To bring the campaign to life, I commissioned and directed a CGI artist and sound designer to produce dynamic, animated social posts that captured the essence of the collaboration and engaged fans across platforms.
Live Quiz Event Featuring BBC’s Matt Edmondson
Just before Christmas, we produced and directed a Live Quiz broadcast, hosted by BBC presenter Matt Edmondson. As Creative Lead, I oversaw the entire look and feel of the event, from concept to execution. I developed the key visual concept and collaborated with a CGI team to bring it to life, ensuring a dynamic and engaging design that set the tone for the quiz. Working closely with multiple production teams, we ensured the live stream ran seamlessly, creating bespoke video graphics and designing an interactive interface that allowed users to participate by answering questions in real time. I also partnered with the marketing team to produce creative assets that promoted the event across various channels, driving engagement and amplifying the quiz's reach. This project combined creative innovation, technical precision, and collaborative effort to deliver an engaging and successful live event.
Pin Seeking Programme for devout fans
We partnered with the Wizarding World Digital team to create and launch the Pin Seeking Programme, a premium enamel pin collection aimed at engaging loyal Fan Club members. Collaborating with illustrators, packaging designers, and producers, we designed and marketed the product line to connect brand touchpoints and reward fan loyalty. The programme was a commercial hit, selling over 14,000 units and generating £250k in just four months, with many designs selling out in hours and limited editions reselling for over 10 times their original price.
Paid Media Campaign for increasing Gold Membership sales
I collaborated with a senior copywriter to concept and produce a paid media campaign that significantly outperformed the previous year’s creative. The campaign achieved click-through rates (CTR) well above the benchmark range of 0.50%–1% for acquisition campaigns. As part of the execution, I storyboarded and directed engaging stop-motion-style unboxing videos that resonated strongly with the target audience, driving exceptional performance and engagement.
Harry Potter Fan Club Emails & CRM Redesign
I redesigned and restructured the Harry Potter Fan Club's email and CRM strategy with a mobile-first approach, achieving open rates twice the entertainment industry average. I streamlined the entire email creation process—from marketing brief to creative concept, efficient copywriting, and design, to a seamless handoff to developers for final production. By leveraging insights from previous campaigns, I continuously optimized performance, ensuring each email delivered greater impact and engagement.
Harry Potter Flagship Store NYC: Photography Direction
For the opening of the Harry Potter flagship store in New York, I directed and produced the photography of large-scale props from the films, which were to be installed in the store. This involved extensive retouching to ensure the visuals worked seamlessly across multiple touchpoints, including the store's app and other digital and physical platforms.
