Osmo

Overview

Muahahaha!

This campaign for Osmo was born from the idea that parents feel a little like “evil geniuses” when they lovingly trick their kids into thinking learning is fun. The classic evil genius laugh—Muahahaha!—set the tone for the campaign: winking, conspiratorial, with a little touch of diabolical camp.

Fort West centered this project around a legion-of-doom style meeting of parents discovering the sneaky benefits of Osmo’s educational tablet games, and then built it out into a digital and out-of-home campaign, including a spectacular placement in Times Square.

As the copy QA manager, my role on this project was ensuring that messaging stayed clear, consistent, on-brand, and correct across all built out channels.

Digital Video

The Legion of Doom campaign centered on diabolical parents brainstorming in their ornate lair, which set the thematic mood and message for the digital campaign to follow: kid’s won’t even realize they’re learning until it’s too late! Muahahaha! This playful project was taken from initial pitch through production by the Fort West creative and strategy team.

My role in this part of project was proofing storyboards, creative and production decks, in-video graphics, end cards, and captioning.

Digital Display Banners + Out of Home

Out-of-Home Campaign

In addition to the digital campaign, we built out out-of-home placements in strategic locations across multiple major U.S. cities. We even had the opportunity to create fun, sequential messaging in strategically placed billboards as well as creating a dynamic animated spot for the central NASDAQ screen in Times Square.

My role was in copy editing and proofing all digital + OOH banner messaging, validating messaging placement, reviewing vendor proofs, and ensuring consistency throughout the campaign.