Cricut

For the past few years, Cricut’s OTT advertising had focused on sales and product messaging. I led a team to reinvigorate Cricut’s messaging, with this OTT spot being the first fruit of the process.

Rather than go straight to product, we tied emotional benefits with a call to action to make for others. Our insight was the emotional benefit of giving can be far more powerful than the tactical idea of stuff you can make.

This OTT outperformed all other seasonal content and set records for that time period’s run.

Creative Director/Copywriter: Joe Furmanek
Art Director: Sophie London
Production: Cricut