HOW TO WITH JOHN WILSON
DIGITAL BODEGA EXPERIENCE + MERCH DROP, HBO

INTEGRATED, DIGITAL, UX/UI OVERSIGHT, MERCH, CREATIVE DIRECTION

TURNED HOW TO WITH JOHN WILSON INTO A CULT MERCH DROP AND DIGITAL BODEGA EXPERIENCE!
 

To support the premiere of the How To with John Wilson series, HBO partnered with my team to create a campaign that extended the show’s offbeat, hyper-observational tone into the real world.
 

The campaign centered around a series of custom-designed merch packages and a 3D microsite built to feel like a distinctly New York bodega, translating the show’s texture and humor into an interactive digital space. Following the premiere, curated mailers were sent to a targeted group of cultural influencers, while over 700 fans were surprised throughout the season with their own packages, turning the campaign into an ongoing discovery moment.
 

I led early ideation and concept development, shaping the campaign from the ground up. I oversaw all creative across merch design and creative directed the UX/UI for the microsite, ensuring the physical and digital components felt cohesive and true to the world of the show.