I led the marketing campaign for Transformers: Earthspark as a true “two-worlds, one voice” assignment, partnering closely with both Nickelodeon and Hasbro to align brand goals, creative standards, and toy priorities without losing momentum. It was an awesome challenge because we weren’t just launching a show, we were redefining the franchise for a new generation: same iconic Autobot vs Decepticon energy, but with a modern, family-forward point of view that made the universe instantly legible to kids while still feeling like Transformers to longtime fans. Every creative decision had to do two jobs at once: build must-watch story urgency and move product by spotlighting characters, forms, and play patterns in a way that felt organic to the narrative, not like an ad bolted on top. The core strategy was a co-viewing, family-first campaign: tap into nostalgia and brand recognition for parents who grew up on the franchise, while positioning Earthspark as the perfect “first Transformers” for their kids, a gateway that lets families watch together and share the obsession. Across spots, social, and cutdowns, I kept the tone consistent and intentional, heroic, kinetic, and character-driven, balancing scale with clear, high-signal messaging so every touchpoint felt like it came from the same universe and pushed toward the same mission: roll out, tune in, and bring the brand home.