Circle Times Square Campaign

What this project was

This was one of those projects where the scale was obvious, but the emotional payoff mattered more than the spectacle. The campaign centered on Circle creators appearing on a Times Square billboard, but the stronger idea was not the billboard itself. It was recognition. Taking people who had built real businesses on the platform and turning them into the face of a major brand moment.

What the company needed

That changed the energy of the work.

What I owned

• Defined the strategic narrative and script direction
• Led production planning and creative execution
• Owned editorial shaping to ship a clear final story

What mattered in the work

Instead of making a campaign about Circle talking about itself, the piece became about Circle putting its customers in the center of the frame. The surprise, the setting, the reactions, the feeling of being pulled into something larger than a standard brand activation. That is where the life was. I was in the middle of the production and post effort on this one, helping shape a large, cross-functional campaign into something that still felt human on screen. Projects like this can easily become bloated because so many teams have a hand in them. The discipline is protecting the core idea.

Outcome and proof

• Campaign performance reached roughly 2.5x return shortly after launch.

What this project proves

For me, that was the interesting part. Big brand moments are only memorable when they feel specific. This one worked because it did. It gave Circle a public celebration, but it also gave the audience something more useful than scale for scale's sake. It gave them faces, reactions, and a reason to care.