Creative Concept Development:
Mr. Note-It-All

LastPass needed a creative concept to re-enter the market, so I concepted a recognizable brand mascot: Eddie, the office "Password Manager."

Eddie (Mr. Note-It-All) provides comic relief while highlighting common security threats, like storing passwords on sticky notes. This concept came to life through 11 targeted CTV commercials (5 yet to drop in 2025), digital billboards, and social and digital ads.