The framework behind Croc's Twilight collab

But the best ideas are the ideas that are possible. So I came up with something that is a unicorn framework. So imagine three circles and you want to find that middle spot. That's the magic. The first circle is what is the strategy? What is the goal? What is the brands goal out of this certain campaign? The second circle is what are the restraints? Budget, timing, how many creators you can actually sign. That last circle is what do you or the team actually want to do? So one of my largest campaigns that I led at Crocs was for Dark Romance. There was a kind of a dark romantic Croc coming out. There was also a platform loafer coming out that did not look like a Croc and the strategy was to hit the BookTok girlies. We thought this was very aligned, very romantic. And then the constraints were we had kind of a mid-sized budget but nothing that was going to be like oh let's grab a list celebrity. And then the last circle was I love comedy. I also love writing and directing and I also love dark romance. So I came up with the idea of doing a Twilight parody and we partnered with Valkyrae who is a gaming streaming creator and we created a full on Twilight parody. It did amazing. It got 14 million views organically. It even got the attention of Twilight itself and years later there was a legitimate Twilight Crocs collab.