Overview
Brand: Tezza, a photo and video editing app and multi-brand
Project Type: Campaign Launch, Event
Role: Project Lead, Copywriter
Challenge
Tezza needed to drive user adoption and subscription growth for their new Film Shop feature—their first foray into vintage film-like photo and video effects. The challenge was twofold: generate immediate awareness for the premium feature launch while building long-term engagement that would convert free users to paying subscribers.
Result
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21.4 Million Impressions in less than 24 hours
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+10% Monthly Recurring Revenue Growth
Strategy
We positioned the Film Shop launch around nostalgia marketing, creating an immersive vintage film experience that would resonate with Tezza's creative community. The strategy centered on experiential marketing through a 200-person roller disco event at LA's iconic Moonlight Rollerway—a venue that authentically embodied the frozen-in-time aesthetic we wanted to capture.
To maximize conversion, we implemented a freemium-to-premium strategy: offering the new film effects free for 2 weeks to build user habit and engagement, then transitioning them behind a paywall to drive subscription growth.
My Role & Execution
Creative Leadership
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Conceptualized and directed the end-to-end campaign strategy and creative vision
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Developed all campaign messaging and copy to align with vintage film positioning
Production Management
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Oversaw event production agency, timeline, budget, and logistics for 200-person launch event
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Sourced and managed graphic designer and videographer for campaign assets
Marketing Strategy
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Designed and executed UGC/influencer initiatives across organic and paid social channels
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Coordinated sponsor partnerships and attendee experience to maximize content creation
Roller Disco celebrating launch of Tezza Film Shop
A nostalgic roller disco launch event that generated 21.4M impressions and drove 10% MRR growth through strategic experiential marketing and influencer engagement.
the branding
social mentions
video by Juan Flores
Featured Attendees
Alyssa Lynch, Jordan Sloane, Ty French, Cierra Nie, Quigley Goode, Matilda Djerf, Ella Ellbels, Breyona Holt, Michelle Infusino, Sami Clarke, Jorden Keith, Delaney Childs, Behamin Barootkoob, Jaci Marie Smith, Kayla Seah, Tatiana Elizabeth Price, Ayla Woodruff, Becca Tilley, Jamie Kidd
Event Sponsors
Benefit Cosmetics
Casamigos
Wolffer Wine
Neccessaire
Moon
Event Production
the event
Copywriter
Shauna Williams
Graphic Designer
with supplemental designs from Chloe Bruderer and Shauna Williams
