Stand Up To Cancer

Project Title: Charlie Watts: A Red Carpet Experience with Stand Up To Cancer

Objective: To create a heartfelt video recap of 11-year-old cancer survivor and aspiring pilot, Charlie Watts, as he visited American Airlines’ new headquarters. This project aimed to celebrate Charlie’s inspiring journey, deliver a memorable experience, and highlight American Airlines’ commitment to community engagement and its partnership with Stand Up To Cancer.

My Role:

• Content Strategy & Planning: Developed the content strategy to ensure Charlie’s story resonated across internal communications, social media, and PR efforts.

• PR Collaboration: Worked closely with Stand Up To Cancer to align messaging, amplify the story’s reach, and meet public relations goals.

• Creative Direction: Led the Creative Services team in capturing Charlie’s visit, ensuring the video’s tone reflected the excitement, impact, and emotional significance of the event.

• Production Oversight: Managed the production process from on-site content capture to final video delivery, ensuring a polished and meaningful recap of Charlie’s experience.

Challenges & Considerations:

• Optimizing for Multi-Channel Impact: Tailored content to work seamlessly across internal and external platforms, balancing emotional resonance with strategic objectives.

• Seamless Collaboration: Ensured efficient coordination between American Airlines and Stand Up To Cancer for approvals and brand alignment.

Outcome & Impact:

• Emotional & Heartfelt Storytelling – Delivered a touching, high-impact video that captured Charlie’s once-in-a-lifetime experience.

• Brand Reputation Boost – Reinforced American Airlines’ commitment as a community-focused brand with strong corporate values.

• Audience Engagement – The video resonated with team members, customers, and social media followers, further amplifying American’s partnership with Stand Up To Cancer.