Lily's Gift Decider

Creative Director, Copywriter

Christmas, 2020. Covid rampant, shoppers panicked — Happy holidays! We needed to get shoppers to spend more than five minutes in retail stores. Enter my passion for Choose Your Own Adventure books.

The Setup

On any given holiday, activations die between corporate-mandated tinsel and the "Happy Ho Ho Ho" signs. And this year, there was so little out there to make the season bright. And Santa was still coming, no matter what.

The Stakes

This year, shoppers were not only rushed and distracted, now they were scared. We had to create an experience that asked them to play instead of buy, while still driving sales.

The Story

AT&T Wireless's brand deal with Lily meant we had the naturally bubbly-yet-trustworthy guide built in. With her team in place, we strategized, wrote, and created a choose-your-own-adventure AR experience that turned holiday gift guessing into an interactive experience.

Lily cracked jokes, told stories, and one-by-one, filtered their answers into a personalized gift recommendation — all on their own phone. No outside germs necessary.

We rolled it with custom signage, stickers, and displays. I wrote 40+ scripts with alternate endings. The result was an engaging, mobile-first experience that met scared customers where they already wanted to be: on their phones, without having to talk to anyone face-to-face.

The Impact

5,000 stores. Zero contact.

A Web-AR experience built for the six-foot era. No app, no staff, no shared surfaces. Just Lily, a QR code, and your own phone.

Silver Addy Award in Copywriting, Emerging Technology.

40+ branching scripts, alternate endings, one consistent brand voice across every path.

The first AR gift guide to scale nationwide.

Web-AR meant nothing to download. We brought a retail narrative to the exact moment people were trying to get in and get out.

The Proof

Lily's Gift Decider

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