michael field / executive creative director / writer

michael field / executive creative director / writer

Life is Good

Life is Good
E-commerce, Twitter, Video, Social


Life is Good wanted to appeal to a younger audience – specifically, Millennials. A cultural strategy assignment revealed the appeal of Zombie everything wasn’t going to die anytime soon. From The Walking Dead comics to the TV show, from video games to apps, the Zombie trend was 2 to 3 times more popular than vampires, werewolves, and wizards over the past 5 years.

But how do you launch a Zombie Tee when Zombies are known for being a bit of a downer and your brand is known for being optimistic?


Enter The Upbeat Zombie.

This unique Twitter personality and our “culture-to-commerce” platform helped us launch the You Only Live Twice (Y.O.L.T.) Crusher Tee.

He engaged fans on a daily basis, sharing content from around the web, making original branded content videos, and even drawing unique pictures for fans – a few who did the same for him.

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Hyperion Books