What’s happening?
Adam’s time at Twitter was a dream job that drew on his entire career as a professional creative. As a member of the creative studio’s Senior Leadership Team, he led writers, artists, designers, and filmmakers to create experiences and tell stories celebrating what’s happening on Twitter and in the world. And as co-creative lead for the Global Marketing Group, he collaborated with cross-functional teams to help FORTUNE 500 brands harness the power of Twitter to drive conversations and grow their business.
#TwitterBeach, Cannes.
The Cannes Lions Festival is a tentpole event for Twitter’s marketing team. Adam led the creative development and execution of a cross-channel campaign designed to immerse attendees in the Twitter brand and demonstrate the influence and power of the platform to a savvy audience of marketers.
The on-site beach experience embraced real Tweets to showcase the passion and ambition of people on the platform, including the imaginative re-thinking of a #WomenInSport foosball table, a tweeting #PopMusic piano, and a #GameofThrones chair made of hashtags.
Our on-site partnership with Contagious magazine included a feature story about breakthrough Twitter-powered advertising campaigns. The special Cannes-edition covers showcased real Tweets from customers engaging with iconic brands.
On platform, throughout Cannes week, Twitter prompted conversations around topical debates of the moment, playing off popular memes and trending ASCII art. This activation drove the highest organic engagement of the year for @TwitterMktg, as well as the biggest single spike in followers.
An iconic billboard on the busy Cannes Croisette walkway became the stand-out tactic. The installation was photographed by a local pedestrian and tweeted to the original poster in Kenya. Within hours, the Tweet received 1.3K retweets, 6K likes and hundreds of replies.
Global Out of Home
The success of the Cannes billboard led to the ongoing development of multiple global Twitter OOH campaigns featuring real Tweets concerning topics ranging from Valentine’s Day, to BLM, to public health.
U.N. Press Freedom Day
A global partnership with the United Nations to drive awareness of World Press Freedom Day. The campaign kicked-off with a social film inviting journalists to join a global conversation about the power and importance of a free press.
The ensuing social campaign included a custom hashmoji and sparked a conversation with icons from across the cultural spectrum, including: US Senator Dianne Feinstein, India’s Prime Minister Narendra Modi, BBC journalist Christiane Amanpour, CNN commentator Brian Stelter, as well as hundreds of local reporters and teachers.
Brand Content
Mid-budget, low-budget, no-budget. Social, on-site, internal. Consumer, customer, executive. Narrative, documentary, sizzle... No matter the price tag, the audience, or the venue, Adam led teams to create brand videos for any and all Twitter needs.
Copy & Editorial
Adam created, wrote, and oversaw multiple editorial publications and reports (and low-fi newsletters) designed to educate marketers and internal teams about the power of Twitter. His work was read and shared by thousands of professionals every week. Here are just two examples…
Adam launched and edited the highly sucessful Conversation Report – an episodic content series featuring only-on-Twitter conversation insights for marketers.
Adam created That Happened as a fun (and funny) in-house culture magazine about Twitter for Twitter. The goal was two-fold: Inspire employees with new and interesting stories from the platform, and challenge our creative teams to up their game as storytellers and champions of the brand. Written and edited by the Twitter creative studio, we used Google Slides to keep it simple, collaborative, and free.