100 THIEVES x ATTACK ON TITAN

Our objective for the 100 Thieves x Attack on Titan apparel collaboration was to unite the gaming and anime communities while increasing awareness.

To achieve this, I collaborated with the IP-holders, Crunchyroll, to develop and pitch the joint press release, which was syndicated globally, strategically targeting anime outlets, culture-focused sites, and gaming entertainment media, aligning with our earned media strategy.

The product launch campaign included a larger-than-life immersive pop-up shop, where fans were able to purchase apparel early and interact with the collaboration and influencers in-person.

I hosted a media day to unveil our collaboration to fans through prominent news outlets. Leading press through an engaging pop-up and coordinating media interviews with key collaborators, I led a successful media relations event that directly contributed to significant coverage including key talking points and calls to action.

My strategic pitch for the joint press release with Crunchyroll directly led to coverage in prominent anime outlets, gaming media, and culture-focused streetwear sites including Hypebeast, Dexerto, and Anime News Network.

MEDIA RELATIONS

2022

FEATURED PROJECT