Client: Warner Brothers
Project: "HBO Max: The Witches" TikTok campaign
Role: Creative Producer / Sound Designer

Brief: "Witches… they’re real! And they’re on TikTok! They hide their scabby scalps under glamorous wigs and bury their menacing claws inside elegant gloves, but don’t let their dazzling purple eyes and sparkling accessories blind you to the truth. They are evil. They are vicious. And, yeah, OK, they’re a little bit fabulous. If Halloween has your inner witch itching to break free, wipe away that human veneer and reveal your devilish grin to show us just how much you are #ThatWitch!"

The Witches is a 2020 supernatural comedy based on the 1983 novel by Roald Dahl. It stars Anne Hathaway, Octavia Spencer, and Stanley Tucci. Warner Brothers turned to my team to bring their film to TikTok as one of their main sources of paid-marketing. After securing the campaign's influencer partners, WB asked me (through my previous agency) to compose an original sound design track featuring elements that encourage viewers to create content of their own. I had the pleasure of bringing this to life in a less than 3 hour turn-around! The secret ingredient was strategically emphasizing sounds that would subconsciously denote visual transition moments to the creators. Once released, the paid #ThatWitch campaign resulted in a smashing success, with billions of media impressions, and tens-of-thousands of UGC synced to the original sound!

Results: 6.7 billion views on TikTok