Working with Greator’s creative team, strategic department, and C-Suite, I developed a long-term narrative strategy to give each division of the brand a distinct and relevant voice. Anchored in ‘Community Obsession’ the story-led campaign for Greator Festival centered on the idea of embracing change as a catalyst for the future, brought to life through a hero film, multiple content variations, and a suite of digital assets. The attraction phase launched during Greator Festival Online 2020, using a mix of owned, paid, and earned media to build momentum toward the 2022 in-person event.

The campaign reintroduced Greator Festival as a space for collective energy and transformation, reconnecting audiences both emotionally and physically after months of isolation. By anchoring the messaging in shared human moments — smiles, gatherings, and everyday joys — Celebrate Change resonated globally and strengthened Greator’s position as a leading voice in personal development.