Jared Richmond



Copywriter based in Los Angeles that loves curating culturally relevant creative with carefully connected words.
A Bay Area-born wordsmith who’s worked on everything from social posts to the Super Bowl. A student of culture and the craft of writing. A son, husband, (dog) father, uncle, brother, big homie. 
A mentor and mentee, an avid sports fan, and liable to make you laugh. 
A collaborator through and through. 

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Sanrio Kuromi’s Mischief Mansion


Sanrio came to us with a question. Who is the next character to activate and how to promote them? We racked our brains and decided to bet on Kuromi, the Kawaii queen of duality. She is naughty&nice, sweet&subversive (thanks LP), and Kawaii&mischief all rolled up into one. Making her the perfect champion for a new generation of Sanrio fans. 

And for her 20th birthday this Halloween, we created Kuromi’s Mischief Mansion.
We worked with Roblox and Rock Panda Games to re-invigorate Kuromi’s corner of My Hello Kitty Cafe for a special month-long edition of her hide and seek game. And a week before, we released terrifying teasers telling audiences to “GET READY FOR THE CUTEST FRIGHT OF YOUR LIFE” - a bar if I may say so myself.

 


Then, collaboration across every detail made sure that Sanrio and our partners felt seen (and spooky). We got to ideate on in-game merch and as a gamer myself being able to create in-game kit was a lifelong dream.

  


For the whole month of October (Kuromi’s birthday month),  physical and digital drops happened inside the Roblox mansion and in-store, including Kuromi x Liquid Death merch and custom Kuromi Crocs. This truly was a labor of love.

Check out the film promoting the month below!



THE TEAM
CCO: Laura Petruccelli
CD: Grace Hwang
Sr AD: Chelsea Lee
Sr CW: Jared Richmond