Cozmo Lost In Reddit

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.