To announce the new season of Black Mirror, I knew that as a strategist, it was up to me to uncover an insight that would bring the show to life. I came up with the idea for the Times Square takeover that would launch the campaign and catapult the series back into the spotlight.

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Through this project, I learned how important the role of earned media is in any campaign -- how it can capture the attention of the masses and create a shared experience (and lots of hype). I also learned that to make a splash, brands must innovate existing media formats, pushing them to the limit, in order to create memorable, attention-grabbing campaigns.