Cozmo Lost In Reddit

The Context

In 2016, Anki, a robotics startup, found itself with a hit robot named Cozmo on its hands. It wasn't just kids who made it one of the top toys of the year, it was adults. Reddit was the home of the fandom so we wanted to find a way to bring Cozmo directly to Redditors.

The Moment

Cozmo wasn't just a toy. It had a personality, an attitude, and a growing fan base online that overlapped naturally with Reddit. The challenge was introducing Cozmo to that world without flattening it into a demo, while fully embracing the chaos that would inevitably follow.

What I Did

I led a full-service creative team including writers, art directors, UX and UI designers, developers, and live production, all working toward a single, strange goal: let the internet play with this mischievous little robot. We built an all-day live experience where Reddit users guided Cozmo through custom-built worlds inspired by specific subreddits, with a live UI layered over a Twitch broadcast.

My role was to hold the torch in the wildest corners of the Internet. I shaped the strategy that connected Anki, Cozmo, and Reddit in a way that felt native, playful, and self-aware. I aligned teams with very different instincts, set the guardrails, and carried the work through to execution. I even co-directed the stream from inside the truck.

What Became Possible

Cozmo didn't just get introduced to Reddit. It got absorbed by it, turning a robot into a shared, all-day cultural experiment people still talk about.