Doctor Squatch

For Dr. Squatch’s Ball Valuation Tool campaign, I led the creative direction behind the interactive quiz experience in close collaboration with the Dr. Squatch team. My role focused on shaping the structure, tone, and logic of the experience itself, including the valuation framework, scoring system, tier hierarchy, and overall user flow.

The goal was to transform a standard product launch into an entertainment-driven brand interaction that felt humorous, self-aware, and highly shareable while still reinforcing the premium positioning of the new Ball Care line. I developed the valuation categories and personality-driven outcomes to balance absurdity with intentional brand storytelling, helping turn the quiz into a social object rather than just a promotional tool.

Working alongside the broader creative and marketing teams, the campaign generated over 11.5 billion earned media impressions, 125 million social impressions, and more than 800 media placements. The interactive experience helped fuel widespread engagement and positioned the launch as a viral cultural moment rather than a traditional product campaign.