Coco vs. The Doubters
In 2023. UPS signs Coco Gauff as a partner, and then she wins the US Open at age 19. In her post-win speech, she called out her doubters with this iconic quote:
“Thank you to the people who didn’t believe in me… to those who thought you were putting water on my fire, you were really adding gas to it.”
That line, and My Hero Academia (her fav anime) was the inspiration behind a story centered around Gen Z dreamers and UPS’ first foray into anime! Because just like Coco defied her doubters, Gen Z small businesses face theirs every day, and we casted real Gen Z small business owners.
HERO OLV
MEET YOUR DOUBTERS
I put my character creation to the test coming up with names, personalities, and visual depictions of the types of doubters Gen Z face.
LANDING PAGE
We crafted a landing page the likes of which UPS has never seen.
EXPRESS BOX
Then we made a limited edition UPS Express Box featuring Coco and our small business owners.
SOCIAL + DESIGN
We pushed the campaign further with paid and organic social assets while our design team brought it to life with merch and OOO materials.
I wrote, filmed and edited all organic assets myself.
The Martin Agency
Copywriter: Landon Hall
Art Director: Chaz Malloy
Senior Art Director: Brittany Lazaroff
CD: Kevin Ragland
Design Director: Henrique Santiago
Designer: Cleo Peng
Producer: Marjorie Fajardo
Director/Animators: LOBO