Overview
Services
Creative Direction
, Campaign Strategy
, Visual Development
Approach
Researched cultural perceptions and challenges faced by single fathers.
Identified Alexa as a natural ally — a tech-forward, practical tool that complements dads' strengths rather than portraying them as helpless.
Chose humor and relatability as the campaign tone, moving away from overly sentimental CSR messaging to create mass resonance.
Designed a full 360° rollout across digital, social, experiential, and interactive voice-skill touchpoints.
Created product-led storytelling moments where Alexa becomes the “second parent,” highlighting real, everyday scenarios like homework help, recipes, reminders, and emotional support cues.
outcomes and impact
This campaign reimagined CSR through humor and relatability, elevating an underrepresented cause while positioning Alexa as a trusted ally in modern parenthood. Won- ADDYs - Best in Show (Atlanta), Gold (Atlanta and District) and SCADDYs Honorable Mention
