For Aura's "What Are the Odds?" spot, we flipped the script on fear with a little help from Robert Downey Jr. He dives into the surprisingly high likelihood of online crime versus those classic, but statistically improbable, anxieties like plane crashes.

As VP of Creative at Aura, I teamed up with the awesome folks at Arnold Worldwide (Havas) to shepherd this from initial concept through the final cut, delivering a thought-provoking message in :60 online, and :30/:15 versions for TV and streaming.

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The Challenge
Drive awareness of the Aura brand via video spot to run on linear/CTV, paid, and organic.

The Tactic
Harness Robert Downey Jr.'s comedic talent to underscore the very real dangers of online crime for Aura. Our solution? Content that masterfully blended his signature humor with the serious consequences, creating a uniquely engaging and impactful message.

The Result
TV spots ran nationally, resulting in a major brand moment for Aura. Led to an aided-awareness lift of 30%, a branded search increase of 81%, and a product enrollment increase of 66%. Organic media coverage on Good Morning America, NBC News, The Wall Street Journal, AdAge, Forbes, Fast Company, Adweek.

Campaign extension: Red Sox Partnership
Stepped up to the plate with Aura and the Boston Red Sox, bringing back Robert Downey Jr. for another round of "What Are the Odds?" This time, we playfully explored your chances at the ballpark, connecting online security to America's pastime.

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Role: VP of Creative
Client: Aura