Launching the next generation of Rock ‘em Sock ‘em Robots. 

DIGITAL + SOCIAL

As a baby copywriter at a small shop, launching TOMY’s Battroborg was a riveting (and scary) undertaking. For the toy launch I worked with our CD, art director, and senior designer to create the Borgs whole universe, starting with a site experience that resembled a mysterious research lab where the robots had been born.

I crafted a ton of additional content: wrote a Hollywood style teaser trailer, named Borgs, devised skill sets, and more. I delved into it with the mindset of my brother at age six: “What would be an epic name he'd give one his Borgs? What would entice him to learn about each of their special skills?”

There were two huge highlights of the campaign for me. First, seeing the trailer I wrote play on a jumbotron in Times Square and second, having the New York Times call my copy "good fun".