In 2020 Dennis US launched The Week Junior in America. My role was creative director. Working with the global CEO of The Week and EIC of The Week Junior I created and commissioned the creative strategy and campaigns.
This included directing lead photography, brand film, social assets, tone of voice, brand book and campaigns up to launch and creative strategy as we moved into Coronavirus era.
The primary shoot in Los Angeles fed into the campaign’s stills and film. Its job was to connect families to the power of literacy.
The first issue went into production the same week New York went into lockdown. Six weeks in it had 25,000 had subscribers spread across every state in America.