REPOSITIONED THE BRAND  [ 1 ]

I helped shift California Psychics away from the stigma around the word “psychic” by reframing the campaign around the universal questions people actually want answered

 

​BUILT THE QUESTIONS CONCEPT  [ 2 ]

The creative idea came from the insight that the product was really about life decisions, love, work, and uncertainty, rather than psychics themselves

 

​DEVELOPED FOR A BROADER AUDIENCE  [ 3 ]

TThe QUESTIONS campaign was designed to reach beyond the brand’s core female audience and connect with a wider, more relatable consumer base