For Audible’s first global brand platform, the challenge was translating a big brand campaign for a social-first audience. We knew simply running the TV spots on social wouldn’t cut it, so we took the platform’s core message—“There’s More to Imagine When You Listen”—and built an original concept designed for how people actually watch, engage and participate on social.

We put creators at the center, casting Brittany Broski, Oliver Mills, Ayame P and Daniel Corral—four globally resonant influencers with strong ties to BookTok and online fandom. We then partnered with VFX creator Anthony Rubinstein to give the campaign an elevated, platform-first visual language. The hero film brought Audible’s promise to life by showing how listening can transform your perspective: Brittany became a witch clocking into work, Ayame a detective solving a crime, with each creator stepping into a world inspired by their story. The story expanded into individual creator vignettes, BTS, tiny-mic interviews, Q&As and other social-first formats that gave audiences more ways into the campaign—and more to talk about.

That interconnected storytelling, combined with the chemistry of the cast, took on a life of its own. The campaign generated 214M impressions, 1M+ engagements and 233K site clicks, while sparking reaction content, fan theories and lore around the creators themselves. A rumored love triangle added another layer of speculation, fueling conversation that continued well beyond the campaign and helping land the work in Teen Vogue’s Most Viral Internet Moments of 2024, with additional coverage in TIME and NBC News.

As Audible’s Global Social & Influencer lead, I led the work from social strategy through launch—developing the social-first concept, shaping the creator and content strategy, leading casting and partnerships, and building the ecosystem that turned a global brand platform into a cultural conversation.