The Year of Potter demanded more than marketing—it required magic. Working with Warner Brothers Entertainment, I developed creative concepts that transformed deep franchise knowledge into unexpected real-world encounters.

The campaign centered on lore-accurate activations that rewarded true fans while creating moments of genuine surprise. I pitched everything from Voldemort YouTube takeovers that felt authentically menacing to pop-up experiences that blurred the line between muggle and magical worlds. Each concept was rooted in canonical accuracy—a strategic choice that turned fan knowledge into participatory delight.

By treating the source material with reverence while pushing creative boundaries, we created a campaign that felt less like advertising and more like the universe expanding into our own. The approach showcased how deep pop culture fluency could drive innovative experiential marketing. The work's success in balancing fan service with fresh surprise won our agency new business with Warner Home Video, proving that the best way to honor a beloved property is to know it inside out—then set it loose in unexpected places.

*This work predates my awareness of J.K. Rowling's transphobic views, which I unequivocally reject.