The CCG team worked within an extremely tight timeline of less than 3 months, with the aim of generating enough buzz for the media to pick up on the campaign. Essential deliverables included planning the video materials for the pre-release campaign, preparing all marketing materials, and communicating with the creative talents. Ultimately, the CCG team brought together a production team of 17 talented professionals to generate a 6-episode long animation series, with each 30-second episode depicting different aspects of Tia Lee’s career in the entertainment industry and subverting traditional notions of fairy tale symbolism to create awareness for women empowerment. In addition, an innovative marketing approach was used where all of Tia Lee’s 138 Instagram posts were deleted and slowly replaced with a countdown to create anticipation amongst the media and Tia Lee’s fans.