spongebob’s 25th

LeD the Webby and GEMA award winning SpongeBob 25th anniversary campaign

The year-long campaign garnered 1.8B+ views.

  • Oversaw vendors producing TikTok livestream, Discord activation, and Wendy’s partnership

  • Ran point on influencer campaign- selecting talent, determining rate and deliverables 

  • Executive Produced TikTok original series Kelp Line featuring SpongeBob and Patrick interviewing various celebrities and influencers (utilized Mocap capture)

Social Strategy

Empower the audience to join in as SpongeBob celebrates 25 years of positivity, by creating a yearlong campaign focusing on turning the internet yellow, celebrating fandom and expanding the cultural power of SpongeBob.

For our very first SpongeBob TikTok post, we leaned into a moment the OG fans would appreciate and share widely on their own socials.

Joined in on this iconic moment celebrated nationwide with original social content.

Created an original series utilizing SpongeBob and Patrick MoCap puppets interviewing various celebs and influencers including: Iain Armitage (Young Sheldon), Mike the Situation (Jersey Shore) and Kira Kossarin (The Thundermans).

Created a content capture plan and produced on-location talent at New York Comic Con and San Diego Comic Con

Hired influencers to create organic content engaging fans and celebrating the Wendy’s partnership.

Produced a stunt on the Nickelodeon TikTok account- featuring SpongeBob frying krabby patties, with various easter eggs embedded within the scene. This highly successful livestream garnered 260,000 followers, 5.75 million views, and 780,800 engagements within the first week alone.