In collaboration with cross-functional teams, agency partners, and Azzi’s representatives, we developed a series of teaser assets alongside a large-scale on-campus stunt leading into Azzi’s final March Madness tournament.

Inspired by Azzi’s nickname, The Peoples Princess, three “fairy godmothers” surprised students across the UConn campus with free swag, perks, and giveaways. We used the activation to introduce Cash App to a Gen Z audience and celebrate our partnership with Azzi.

Executed within a three-week sprint from concept through launch, the campaign generated significant social engagement (10M+ impressions), earned media , and strong real-world participation, (100+ organic student posts)

Role: Creative Direction, Art Direction