Every year Reddit releases an end of year recap where you can get a roundup of your yearly stats. Reddit tasked us with producing a social campaign to announce the launch of their 2022 Recap. The campaign needed to create buzz while feeling uniquely Reddit – in other words, random, irreverent, and a little weird.

IN AN ALTERNATE UNIVERSE

One of Reddit Recap’s key stats is seeing how much you scrolled measured in bananas. Our campaign started with this thought: if in this universe, humans are measuring their yearly scrolls in bananas – somewhere in an alternate universe, bananas must be measuring their yearly scrolls in humans.

I developed concepts, scripts, and oversaw production of video shorts that centered around an alternate universe where bananas take the place of humans, talking about Reddit Recap.

OUR MOST ORIGINAL IDEA YET

It’s hard to talk about any end of year roundup without thinking about Spotify Wrapped. It’s no surprise, then, that Reddit Recap draws plenty of comparisons to Wrapped. Instead of ignoring the elephant in the room, we decided to tackle the accusations head on.

In a second concept, we used self-deprecating humor to acknowledge how similar Reddit Recap is to Spotify Wrapped. I concepted, wrote, and oversaw creative development of the videos and social campaign.

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