While serving as President of International Home Entertainment at 20th Century Fox, Jeff Yapp worked hand in hand with Lucasfilm to bring the Star Wars franchise back to the home video market, a campaign that became a benchmark for the entire category.
A property that demanded a global strategy
Star Wars was not available in current formats, and returning it to audiences required a plan that matched the scale of the IP. That meant coordinating across international markets, retail partners, and studio marketing at once, all while protecting one of the most valuable entertainment properties in the world.
The power of the super fan
The Star Wars relaunch is one of the clearest examples of a theme that runs through Jeff's whole career. When a brand already has passionate fans, the job is not to manufacture demand, it is to give those fans a reason to show up and a way to bring everyone else with them. Handle that trust well and the campaign markets itself.