Friends with (Different) Benefits – Platonic Launch

Tension
In movies and TV, “just friends” is rarely just that. Platonic relationships are usually a pit stop on the road to romance.

Truth
Real platonic relationships exist – and they deserve their own happy ending. Or at least a drink and a high five.

Solution
To promote the launch of Platonic, we partnered with locally dubbed “non-date spots” across LA to celebrate “National Bestfriend’s Day”, offering special deals for besties so they could rekindle that friendship flame.

Role
Concepted and led the creative from pitch through production.
Oversaw creative direction across content, activation, and social.
Guided tone, visual identity, and messaging to keep things sharp, modern, and just a little bit unhinged – like any good friendship.

Results
👯‍♀️ 1:1 local influencer content rolled out across launch week
📍 LA activation that put the show where friendships actually live
🔥 Social-first, culturally fluent — made for the For-You page