As the Global Creative Marketing Director for the Emily in Paris franchise, I led the integrated advertising campaigns for Seasons 3 and 4 — shaping creative direction, brand strategy, and global activations that transformed narrative arcs into bold, fashion-forward experiences. Each campaign invited audiences not just to watch, but to see, share, and step into the world of Emily in Paris as it evolved from guilty pleasure to global lifestyle brand.

Global Integrated Marketing Campaigns
Season 3

The challenge for Season 3 was reframing the show from a “guilty pleasure” into the series everyone secretly loved. Our creative direction elevated Emily from fish-out-of-water to “officially Parisian,” with editorial-style photography and high-impact OOH placements. Integrated partnerships and stunts brought the world of the show to life: a “Little Paris” takeover transformed downtown New York into a chic, immersive fan experience, while McDonald’s France revived the McBaguette from the season’s storyline, blurring fiction and reality. Together, these campaigns redefined the brand and propelled the season to global Top 10 success.

Season 4
Season 4 demanded a dual-phase strategy to sustain momentum across a split release. The first half launched with a loud splash of Parisian glamour, pairing high-fashion creative with an innovative Google Lens partnership that let fans shop Emily’s looks directly from the screen. Four weeks later, the campaign pivoted to a Roman holiday — new key art placed Emily on Rome’s famous Spanish Steps in a vintage Roberto Capucci gown, signaling a fresh Italian flair. By treating the two drops as distinct but connected campaigns, we kept audiences engaged, expanded the brand’s cultural footprint, and reinforced Emily in Paris as a truly global fashion-romcom experience.