THE CHALLENGE: Create a narrative that unites the entire Weber Charcoal category, with a place for Performer in that story, for the first time. ​

Leverage the relationship between the Weber kettle and the Performer to revive interest and shop-ability across the entire Charcoal category.

ROLE: Full campaign ideation of new product launch copy and storytelling:

• Omnichannel asset creative for digital ads,

• Point of purchase material

• Launch and CRM email campaign

• Weber.com landing page

• Storyboard and VO scripting for marketing & how-to videos

  • VO creative direction and shot approval on set

DESIGNER: Deanna Budnick

PRODUCER : Michael Lewis