In a fast-paced creative exercise at Backpack Communications, I worked as the brand strategist for a Gen Z-focused Sonny Angel campaign. Through research, I found the figurines were polarizing—some saw them as cute collectibles, while others found them odd. Leaning into this contrast, I developed the tagline "Embrace the Weird," positioning Sonny Angels as a playful, aesthetic way for Gen Z to express individuality. Our campaign subverted expectations by placing Sonny Angels in everyday situations where you’d never expect them—jury duty, a funeral, sitting in traffic, or waiting at the DMV. This unexpected contrast made the brand feel even more fun and unique. Our campaign won first place in the agency.