campaign direction + ads

campaign overview

In the world of online shopping, the box is one of the most important and only guaranteed touch points with a customer. How do you turn a box into a creative and genuine customer connection? For Zappos, we developed the multi-platform #ImNotaBox campaign to inspire customers to see not just the box… but their own self and the world with a new perspective.

In the summer of 2016, we kicked off the voice of the campaign with the short film, “Box Home”, across YouTube and cable networks nationwide. Combined with the shipment of special edition boxes and other disruptive marketing tactics–the campaign garnered positive attention across the industry and even collected some awards along the way.

To see more of the campaign, check out the other portfolio projects. Or check out the backstory on the campaign.

ad + short film

Determined to help fill a homeless man’s need for comfort, an innocent, young boy builds an innovative home with a Zappos box, the kitchen plant, and other household items. Even the smallest gestures of kindness (with a little outside-of-the-box-thinking) remind us that we can have the greatest impact on others. Watch the film below.