Starbucks & Wicked
As Senior Creative Project Manager at Starbucks, I led the development of their groundbreaking partnership with Universal Pictures for the eagerly awaited film adaptation of "Wicked." This strategic collaboration brings together the enchanting world of director Jon M. Chu's cinematic vision with Starbucks’ ability to create memorable customer experiences. Working closely with Universal's marketing team, and alongside internal marketing partners, we orchestrated a multi-channel campaign that transformed stores into gateways to a reimagined Oz, featuring the film's stellar cast including Cynthia Erivo, Ariana Grande, and Jeff Goldblum.
The partnership, launched Fall 2024, it represents Starbuck’s first film collaboration to date, spanning product offering, custom merch, POS design, and digital engagement. This project showcases my ability to manage complex stakeholder relationships, drive creative excellence, and deliver omnichannel experiences that amplify a major theatrical release.
My Role - Global toolkit development, gift card design management, social concepting, beverage naming, schedule management, partnership management, activation concepting
Partners - NBCUniversal, Starbucks Partnership Marketing, Product Design Team
Team - Starbucks Creative Studio
Global Partnership Toolkit
These are some key slides from the Global Toolkit created by the Studio team to set the standards for how the brand will appear at all touchpoints. The toolkit includes in-store limited-time offering menu boards, social, out-of-home, experiential, product support graphics, and gift cards.
Gift Cards
In addition to the toolkit, the I was the project manager for the design team developing the three gift cards used to support the partnership. There were three versions, a high-end collectible, a limited edition to support Seattle (the Emerald City), and the global gift card.
Collectable
Limited Edition
Global
