The Client: Etch A Sketch

The Problem: In a screen-obsessed world, play has become polished, permanent, and way too serious. Creativity feels high-pressure—and mistakes live forever.

The Insight: Millennials and Gen Z know the truth: not everything deserves to be saved. Sometimes you just want a do-over.

The Idea: Etch A Sketch becomes the ultimate reset button. Shake it off, start again, and turn life’s mess-ups into moments of creativity, humor, and connection.

My Role: Strategist

Art Director: Dim Dim

Etch A Sketch:                   Everyone Deserves a Do-Over

Social Campaign Execution

The Instagram Carousel
Bad photos happen. Etch A Sketch fixes them. Users submit their mess-ups, and with one shake, we redraw the moment the way it should’ve gone.

When the kids decide to absolutely lose it during their first Santa photo…shake…fixed.

When you meet the in-laws wearing the wrong jersey…shake…much better.

When ‘watch this’ turns into ‘don’t watch that…shake…phew

#letmeERASEthat
Share your most embarrassing story on TikTok with #letmeERASEthat for a chance to be reposted on the Etch A Sketch account. Yes, everyone will laugh at you…but that’s the whole point.

Mobile App

How it works

We created a mobile app where users can sketch embarrassing moments from their day. They can post them to their widget and friends with the widget see the sketch and caption in real time, sharing the laughs instantly.

During the LA28 Olympic Games, fans with the app can each draw an embarrassing moment from their day and submit it to the jumbotron. At random, one lucky person’s sketch will be displayed for everyone to see.

LA28 Olympic App Launch

The Thinking Behind It