Cricut

IDEA TO I DID IT (OTTs)

Project Overview
Cricut exists to empower creativity—helping people transform ideas into personalized, meaningful projects. The Idea to I Did It video series brings that mission to life by showcasing how everyday makers use Cricut tools to create projects that matter.

The final two videos in the series highlight five of the most popular project types among Cricut members: vinyl, layered cardstock, iron-on apparel, printable stickers, and card projects. Each video centers on a distinct use case and emotional moment, demonstrating how Cricut fits seamlessly into real life—from small, thoughtful gestures to major milestones. These concluding pieces were designed to reinforce the brand’s purpose while celebrating the pride and joy that comes from saying, “I made that.”

My Role
For these final videos, the overall framework had already been established by earlier episodes in the series. Partnering closely with our Copy Manager, I helped develop characters and storylines that resonated with Cricut’s core audience. We centered the stories on two moments: a gift made more personal through customization and a major childhood milestone, potty training.

After the narratives were defined, I led talent selection, wardrobe styling, and art direction for set build and styling, ensuring every detail supported the story and felt authentic to the brand.