I partnered with creative agency Giant Spoon to build a fandom-fueled campaign for Amazon Prime’s YA content.

The outcome? Obsession Is In Session — a wildly successful campaign celebrating the passion, participation, and community that define modern young adult fandom.

As Strategy Director, my role was to uncover the audience behaviors driving today's most devoted fan communities — from fan edits and shipping debates to watch parties, group chats, and endless online speculation — and translate those insights into a strategic platform that could unite Prime Video's growing YA slate.

The result was Obsession Is In Session: a campaign built around the idea that for many fans, watching is just the beginning. By celebrating the rituals, relationships, and emotional investment that happen after the credits roll, the campaign positioned Prime Video as a home for fandom, not just entertainment.

This vibrant 360 campaign includes video, OOH, an IRL event, social and more.