# Stephanie Fuller

> Brand and Creative Strategist. I help companies figure out what they actually believe — and build the story that makes the right people believe it too.
> Fifteen years across gaming, fashion, finance, sports, entertainment, beauty, and enterprise tech.

## Pages
- [Home](https://stephaniefuller.co/llms/index.txt): Overview and positioning.
- [About](https://stephaniefuller.co/llms/about.txt): Career background — R/GA, McCann, Meta, thatgamecompany; awards and recognition.
- [Work](https://stephaniefuller.co/llms/work.txt): Index of every project, grouped by capability.
- [Services](https://stephaniefuller.co/llms/services.txt): Strategic advisory, team education, one-to-one sessions.
- [Sidebar Thoughts](https://stephaniefuller.co/llms/sidebar.txt): Writing on culture, creativity, AI, music and marketing.
- [On AI](https://stephaniefuller.co/llms/on-ai.txt): Working position on AI in brand strategy.
- [Early Career](https://stephaniefuller.co/llms/early-career.txt): Music industry internships, venue work and freelance writing, 2006-2011.

## Work categories
- [Brand Strategy](https://stephaniefuller.co/llms/discipline/brand-strategy.txt): What a brand believes, and why anyone should care. 19 projects.
- [Brand Creative](https://stephaniefuller.co/llms/discipline/brand-creative.txt): How a brand looks, sounds, and shows up. 13 projects.
- [Global Campaigns](https://stephaniefuller.co/llms/discipline/global-campaigns.txt): One idea, every channel, every market. 17 projects.
- [Social Strategy](https://stephaniefuller.co/llms/discipline/social-strategy.txt): How a brand shows up where the conversation is. 25 projects.
- [Creator Partnerships](https://stephaniefuller.co/llms/discipline/creator-partnerships.txt): Real people, real channels, repeatable programs. 14 projects.
- [Ambassador & Affiliate](https://stephaniefuller.co/llms/discipline/ambassador-affiliate.txt): Partner channels that pay their way. 3 projects.
- [Platform Launches](https://stephaniefuller.co/llms/discipline/platform-launches.txt): New surfaces, first impressions that hold. 6 projects.
- [Product Marketing](https://stephaniefuller.co/llms/discipline/product-marketing.txt): From thesis to day one, and the long tail after. 9 projects.
- [Performance Creative](https://stephaniefuller.co/llms/discipline/performance-creative.txt): Creative built to be measured. 10 projects.
- [Events](https://stephaniefuller.co/llms/discipline/events.txt): Brands made physical, on stage and on screen. 7 projects.
- [Film & Video Production](https://stephaniefuller.co/llms/discipline/film-video-production.txt): Stories told on screens. 6 projects.
- [Content Systems](https://stephaniefuller.co/llms/discipline/content-systems.txt): Repeatable ways of making the work. 20 projects.
- [Cultural Research](https://stephaniefuller.co/llms/discipline/cultural-research.txt): Reading the room before making the move. 2 projects.
- [Crisis Communications](https://stephaniefuller.co/llms/discipline/crisis-communications.txt): What to say when it goes wrong. 1 projects.

## Projects
- [Animated Movie & Game Season](https://stephaniefuller.co/llms/project/sky-two-embers-film.txt): Nobody had done this, so there was no playbook.
- [Live-Action Commercial](https://stephaniefuller.co/llms/project/cozyk-celebrate-friendship.txt): Don't show the game. Show the human story.
- [Aurora Concert & World Records](https://stephaniefuller.co/llms/project/aurora-concert.txt): Video game sets two world records in an interactive online concert
- [Video Game Convention: SkyFest in Tokyo](https://stephaniefuller.co/llms/project/skyfest.txt): Three hundred thousand people in Shinjuku, and a channel that never went live.
- [Sky Creator Award Show](https://stephaniefuller.co/llms/project/sky-creator-awards.txt): The players were making real art. It needed a real awards show.
- [Steam Launch Campaign](https://stephaniefuller.co/llms/project/steam-launch-creator-ecosystem.txt): I fought both decisions and lost. Then built a campaign to win anyway.
- [Performance Creative System](https://stephaniefuller.co/llms/project/ua-creative-system.txt): Beautiful creative that doesn't convert is expensive wallpaper.
- [Philanthropy Partnerships](https://stephaniefuller.co/llms/project/sky-ocean-cleanup.txt): A donation page is a receipt. We built the argument instead.
- [Sky Collaborations](https://stephaniefuller.co/llms/project/ip-collaborations.txt): Why would this character have always been here?
- [Venture Capital Partner Thought Leadership](https://stephaniefuller.co/llms/project/lightspeed-social-strategy.txt): Six investors. Six voices. The hard part was none of that.
- [B2B Social Strategy](https://stephaniefuller.co/llms/project/rubrik-b2b-social.txt): Enterprise buyers don't buy features. They buy consequences.
- [Social Program Build](https://stephaniefuller.co/llms/project/better-air.txt): Eleven percent engagement on Instagram, against a benchmark of one.
- [Paid and Organic Social Media for ARCONA Skincare & Spa](https://stephaniefuller.co/llms/project/arcona-clean-skincare-social.txt): The reputation was real. The feed didn't show it.
- [Social Strategy Consulting & Creative Team Development](https://stephaniefuller.co/llms/project/thrive-market-social-audit.txt): Paid and organic weren't speaking. The audit made them.
- [Ambassador & Affiliate Programs](https://stephaniefuller.co/llms/project/quickbooks-ambassador-affiliate.txt): We turned the engagement layer off for a quarter. Referrals held. Earned media went to zero.
- [Program Economics & Platform](https://stephaniefuller.co/llms/project/quickbooks-program-economics.txt): You cannot optimise for a profitability you can't measure.
- [Social Strategy & Channel Architecture](https://stephaniefuller.co/llms/project/beautycounter-social-strategy.txt): Nobody knew what social was worth. So I measured it.
- [Advocacy & Education](https://stephaniefuller.co/llms/project/beautycounter-advocacy-education.txt): The most off-brand thing they posted outperformed everything else.
- [Consultant Digital Strategy](https://stephaniefuller.co/llms/project/beautycounter-consultant-framework.txt): Fifty thousand sellers. No shared voice. One playbook.
- [Beautycounter × The Home Edit](https://stephaniefuller.co/llms/project/beautycounter-the-home-edit.txt): Reaching people who had never considered clean beauty, through people who had never sold it.
- [Cultural Moments Product](https://stephaniefuller.co/llms/project/meta-cultural-moments.txt): Which moments are universal enough for two billion feeds?
- [Facebook Camera Platform](https://stephaniefuller.co/llms/project/meta-camera-frames.txt): A filter that delights in one market can offend in another.
- [CowzVR Campaign](https://stephaniefuller.co/llms/project/cowzvr-campaign.txt): Every brand was being solemn about VR. The cows were not.
- [Holiday Campaign](https://stephaniefuller.co/llms/project/co-worker-collection.txt): Nobody wants office supplies for Christmas. So we gave them their co-workers instead.
- [Team USA x DICK'S Campaign](https://stephaniefuller.co/llms/project/the-contenders.txt): The Olympic story nobody else was telling.
- [Global Rebrand & Oprah Partnership](https://stephaniefuller.co/llms/project/beyond-the-scale-rebrand.txt): Removing the word 'diet' from a diet company.
- [You Be You](https://stephaniefuller.co/llms/project/you-be-you.txt): Twenty years without a new agency. The insight had to be personal.
- [Digital E-Comm Launch](https://stephaniefuller.co/llms/project/digital-revitalization.txt): They abolished the fashion season. This was 2015.
- [Men's Luxury Watch Community](https://stephaniefuller.co/llms/project/luxury-watch-strategy.txt): The collectors were already talking. The retailer wasn't in the room.
- [Ad Exchange Integration with Pinterest and Facebook](https://stephaniefuller.co/llms/project/walmart-paid-social-strategy.txt): First-party purchase data, pointed at social.
- [Aflac Duck Social Strategy & Campaign](https://stephaniefuller.co/llms/project/aflac-duck-social-strategy.txt): The mascot was more famous than the product. That was the opportunity.
- [Priceless Surprises Campaign](https://stephaniefuller.co/llms/project/priceless-surprises.txt): Operational waste, turned into a loyalty engine that still runs.
- [Priceless New Year](https://stephaniefuller.co/llms/project/priceless-new-year.txt): Thirteen countries, one month, and a budget nobody could spend.
- [Priceless Table & Stand Up to Cancer](https://stephaniefuller.co/llms/project/priceless-table.txt): Cause marketing you could see from the street.
- [MasterCard #AcceptanceMatters](https://stephaniefuller.co/llms/project/acceptance-matters.txt): A brand purpose claim, tested at a cultural flashpoint.
- [Priceless Cities](https://stephaniefuller.co/llms/project/priceless-cities.txt): There were no assets. So I shot them, sourced them, or tested my way to what worked.
- [#GiftToast](https://stephaniefuller.co/llms/project/jcpenney-gift-toast-holiday.txt): A holiday campaign built on publicly thanking someone.
- [Target Style & Target Baby — Lifestyle Brand Strategy](https://stephaniefuller.co/llms/project/target-baby-style.txt): Two audiences sharing a brand and nothing else.
- [Social Crisis Response & Competitive Intelligence](https://stephaniefuller.co/llms/project/target-social-strategy-crisis.txt): In 2010 there was no playbook. I wrote it while it burned.
- [Nestlé Community Programs](https://stephaniefuller.co/llms/project/juicy-juice-nescafe-social.txt): An ambassador program a decade before the term existed.
- [Social Media Bootcamps](https://stephaniefuller.co/llms/project/mediabistro-social-media-bootcamps.txt): Two years of teaching strategy at night, to the people who had to execute it.
- [Game IP: Brand & Identity](https://stephaniefuller.co/llms/project/sky-brand-identity.txt): A visual identity for a world that never stops changing.
- [In-House Creative, Content & Copy](https://stephaniefuller.co/llms/project/sky-content-social.txt): Keeping 18 million monthly active players updated and engaged.
- [Audience Growth & Strategic Partnerships](https://stephaniefuller.co/llms/project/sky-growth-partnerships.txt): Forty-five creators, no two briefed the same way.
- [Storefront Creative Strategy](https://stephaniefuller.co/llms/project/sky-platform-storefront.txt): The storefront is where someone decides whether this game is for them.
- [Large-Scale In-Person Events](https://stephaniefuller.co/llms/project/sky-events-production.txt): A community that gathers in person, for a game that lives on screens.

## Clients
- [thatgamecompany](https://stephaniefuller.co/llms/client/thatgamecompany.txt): Award-winning indie studio behind Journey and Sky: Children of the Light (~270M players globally). Across 2025: +12% social impressions globally · +7% engagements globally across all channels.
- [Lightspeed Venture Partners](https://stephaniefuller.co/llms/client/lightspeed.txt): Global venture capital firm investing in enterprise and consumer tech
- [Rubrik](https://stephaniefuller.co/llms/client/rubrik.txt): Cloud data management and enterprise backup solutions
- [Better Air](https://stephaniefuller.co/llms/client/better-air.txt): Consumer health brand in probiotic air and surface purification
- [ARCONA Skincare](https://stephaniefuller.co/llms/client/arcona.txt): Professional skincare brand with spa-quality formulations
- [Thrive Market](https://stephaniefuller.co/llms/client/thrive-market.txt): Membership-based organic grocery delivery service
- [Intuit QuickBooks](https://stephaniefuller.co/llms/client/intuit-quickbooks.txt): Small business accounting and financial management software. A multi-year engagement spanning the ambassador program, the business affiliate program, the franchise program, and platform and partner-economics strategy — not a single build.
- [Beautycounter](https://stephaniefuller.co/llms/client/beautycounter.txt): Clean beauty brand advocating for safer cosmetics — a retailer, a 50,000-person consultant network, and a political campaign in one feed
- [Meta](https://stephaniefuller.co/llms/client/meta.txt): Social technology company connecting billions worldwide
- [Chick-fil-A](https://stephaniefuller.co/llms/client/chick-fil-a.txt): Quick-service restaurant chain known for chicken sandwiches
- [Office Depot OfficeMax](https://stephaniefuller.co/llms/client/office-depot.txt): One project — social strategy for the merged Office Depot OfficeMax business, 2016–2017
- [DICK'S Sporting Goods](https://stephaniefuller.co/llms/client/dicks-sporting-goods.txt): Sporting goods retailer and athletic apparel destination
- [Weight Watchers](https://stephaniefuller.co/llms/client/weight-watchers.txt): Global wellness company focusing on weight management
- [Diane von Furstenberg](https://stephaniefuller.co/llms/client/dvf.txt): Iconic fashion house known for the wrap dress
- [Bill Blass](https://stephaniefuller.co/llms/client/bill-blass.txt): Heritage American fashion brand revitalizing its identity
- [Tourneau](https://stephaniefuller.co/llms/client/bucherer.txt): Luxury watch and jewelry retailer
- [Walmart](https://stephaniefuller.co/llms/client/walmart.txt): World's largest retailer serving millions daily
- [Aflac](https://stephaniefuller.co/llms/client/aflac.txt): Supplemental insurance provider known for the Aflac Duck
- [MasterCard](https://stephaniefuller.co/llms/client/mastercard.txt): Global payments technology company. Additional MasterCard work — including MLB All Star Week (Midas Certificate, Digiday Finalist — Best Use of Twitter) and the Priceless Cities Video Series (Midas Certificate — Financial Services, 2013) — sits alongside the named projects below.
- [JCPenney](https://stephaniefuller.co/llms/client/jcpenney.txt): American department store chain
- [Target](https://stephaniefuller.co/llms/client/target.txt): Upscale discount retailer with design-forward partnerships
- [Nestlé](https://stephaniefuller.co/llms/client/nestle.txt): World's largest food and beverage company
- [MediaBistro](https://stephaniefuller.co/llms/client/mediabistro.txt): Media training and professional education company running the Social Media Bootcamps

## Industries
- [Gaming & Interactive](https://stephaniefuller.co/llms/industry/gaming-interactive.txt): I led brand creative for Sky: Children of the Light (~270M players), producing films, live events, and global campaigns
- [Financial Services](https://stephaniefuller.co/llms/industry/financial-services.txt): MasterCard's Priceless platform: GRAMMYs, Justin Timberlake, MLB, and award-winning global campaigns
- [Retail](https://stephaniefuller.co/llms/industry/retail.txt): Target, Walmart, Office Depot/OfficeMax, DICK'S Sporting Goods, JCPenney—mergers, repositioning, and Olympics campaigns
- [Wellness](https://stephaniefuller.co/llms/industry/wellness.txt): Weight Watchers 'Beyond the Scale' rebrand featuring Oprah Winfrey, Thrive Market social strategy
- [Beauty & Skincare](https://stephaniefuller.co/llms/industry/beauty-skincare.txt): Estée Lauder, Beautycounter, and clean beauty brands—influencer ecosystems and social strategy
- [Fashion & Luxury](https://stephaniefuller.co/llms/industry/fashion-luxury.txt): DVF 'You Be You' with Karlie Kloss, Bill Blass brand relaunch, Tourneau luxury watch strategy
- [Enterprise Tech](https://stephaniefuller.co/llms/industry/enterprise-tech.txt): Meta's Social Good team, cultural moments for 2B+ users, Intuit QuickBooks ambassador programs, B2B SaaS strategy
- [Food & CPG](https://stephaniefuller.co/llms/industry/food-cpg.txt): Chick-fil-A agency win after 22 years, Nestlé social programs, Aflac community growth of 36% YoY
- [Music & Entertainment](https://stephaniefuller.co/llms/industry/music-entertainment.txt): Record label marketing at Beggars Group (XL, 4AD, Matador), artist campaigns, GRAMMYs, Justin Timberlake partnerships
- [Nonprofit](https://stephaniefuller.co/llms/industry/nonprofit.txt): Stand Up to Cancer, The Ocean Cleanup—mission-driven social strategy for impact