Three women with long hair walk away from the camera along a busy, neon-lit city street at night, past illuminated storefronts and signs.
Crowd of guests seated and standing inside a lively brewery taproom with large steel tanks, string lights, and a packed bar.
Stack of Fierce and Accountable: Leading Out Loud books by Michelle Lucero on a round red bistro table outdoors.
A presenter addresses a large crowd of attendees gathered inside a vibrant restaurant or bar venue during a networking event.

Fierce and Accountable™

Book Launch Digital Campaign

 

Fierce and Accountable: Lessons in Leading Out Loud by Michelle Lucero book standing on red stairs as pedestrians walk by.

Overview

Fierce and Accountable: Lessons in Leading Out Loud is Michelle Lucero's first book. Michelle is an executive coach, keynote speaker, and changemaker who spent thirty years leading from a small Colorado town to the C-suite, and she is a powerhouse in her own right. The book distills that experience into the courage to lead boldly and without apology, while staying true to who you are. To get the book, and Michelle, in front of as many people as possible, we ran two awareness campaigns: a launch in Denver, then a second splash in New York City.


Across both campaigns I consulted on strategy, created the content, and shot photo and video. The champagne pop reel I made even ran on a billboard in Times Square. Throughout, I focused on helping Michelle show up fully as herself, and it was an honor to be part of it.

 

At a Glance

Type: Two social media campaigns

Client: Michelle Lucero, author of Fierce and Accountable™

Role: Photography, social strategy, content creation, and video.

Timeline: August 2025 – October 2026

Tools: Canon r6 ii, Insta 360, Adobe Lightroom, Photoshop, and Illustrator, Canva

Deliverables:  Launch content night (6 pieces, incl. the champagne pop reel) · launch-party photography · recap reel · 21 Canva templates + training · NYC: 3 reels, 3 posts, 6 stories · b-roll library

Hand pouring golden beer from a bottle into a glass, framed through the oval opening of a red and woven straw bag.
Three smiling women pose arm in arm in a lively bar, one laughing while lifting her colorful patterned sock-clad foot.
Group of smiling women chatting at a brewery taproom with wooden barrels and stainless steel tanks in the background.
Crowd of guests seated and standing inside a lively brewery taproom with large steel tanks, string lights, and a packed bar.
A smiling woman in a green dress chats with a man holding red wine at a granite bar with colorful artwork behind them.
Three smiling people pose together at a lively indoor restaurant bar, a man in a navy blazer beside two women in elegant dresses.
Two women chat and smile while holding drinks in a brewery taproom, with stainless steel tanks and wooden barrels in the background.
Four adults chat outside a brick storefront with a neon sign in the window, one woman wearing a black Fierce t-shirt.
Smiling woman in a black jacket holds a book titled Fierce while standing in Times Square with glowing billboards behind her.
Woman in a leather jacket sits on red steps before a large group of smiling fans holding books at an indoor book signing event.
Two women in sunglasses and black outfits, one in a leather jacket and one in a red jacket, pose on red steps in a busy city square.

The Challenge



A great book still needs people to know it exists. As a first-time author, Michelle didn't have a big publisher's marketing behind her, so the launch had one real window to get her story in front of as many people as possible.


It also had to sound like Michelle. Leading Out Loud is bold, and so is she, a true powerhouse who leads out loud. What sets her apart is the humility underneath it: she credits the people who shaped her and lifted her up at every step. The launch had to carry both, her full, confident voice and her gratitude to the community behind her.

The Goal


The goal was bigger than book sales. The book was the method; the real aim was to drive awareness for Michelle herself, strengthen her credibility as a speaker and executive coach, and tell her story in a way that would resonate.


Just as important, I wanted Michelle to feel confident and comfortable through all of it, from being in front of the camera to seeing her story out in the world.

The Approach



We ran it as two awareness campaigns, with the book as the method, and I had a hand in both.


The launch campaign. It started with a content night, where we filmed the champagne pop reel that announced the book, and ran through the launch party, which I photographed for a recap reel. Alongside six pieces of content, I built Michelle 21 reusable Canva templates and trained her team to use them. Within its first 48 hours, the book hit #1 on Amazon, and that finish earned her a billboard in Times Square.


The second splash, in New York. The champagne pop reel ran on a billboard in Times Square alongside a graphic billboard, so we built a New York shoot around it. I set the social and capture strategy for tight timing and heavy logistics, and turned around three reels, three posts, six stories, and a b-roll library before I was wheels down in Denver.

The Results


The book hit #1 on Amazon in its first 48 hours and landed in the top 0.02% of all books on the platform. More than that, the campaigns grew Michelle's audience and strengthened her credibility as a speaker and executive coach, which was the whole point. And it still felt like her: confident, humble, and shared with the people who helped her get there.

My Role


My role ran across both campaigns. I consulted on strategy and built a fresh one for New York, created the content, and shot the photo and video, from the launch party to Times Square. Most of all, I worked to keep it all sounding like Michelle: bold and confident, like the book, while honoring the humility and the people that are just as much a part of her story.


This was a real team effort. I worked with Michelle, her publisher, and the friends who helped bring her vision to life so everything came together across both campaigns.

Smiling couple in black jackets pose with a camera on the red steps of Times Square, surrounded by colorful billboards in New York City.

The Launch Party



The launch campaign opened with a content night, where we filmed the champagne pop reel that announced the book. Then came the launch party, the night it all became real, when the audience we had been building showed up in person. I focused on the moments that matter most to look back on: a full room, Michelle speaking, the signing line, and the candids that show a community around the book, not just a product on a table.

Two women embrace warmly inside a busy shop while other customers browse products and chat near a display counter in the background.
Smiling family of four posing together on an outdoor patio beside a large steel brewing tank, with a young boy holding a book in front.
Guests mingle and embrace at a lively art gallery opening with colorful paintings on the walls and a display table in the foreground.
Smiling woman with long dark hair stands behind a wooden counter with a tablet and wine glass while guests chat in a festive venue.
Two smiling women and a bearded man in a dark blazer pose together at a social event, one woman holding a book titled Fierce.
Smiling blonde woman talks with guests at a lively indoor social gathering, with a girl in a pink hair bow in the foreground.
Smiling young man in a Fierce t-shirt and cap poses with a woman holding a book outside a wine bar storefront while people stand nearby.
Two smiling women pose together at a lively bar while other guests chat and drink in the background of the warmly lit venue.
Woman in a black dress speaks into a microphone beside stacked wooden wine barrels and a stainless steel tank at a winery event.
Crowded bar with guests chatting and drinking at a long wooden counter beneath a ceiling lined with colorful bottles.

The Billboard



For the second splash, we brought the campaign to New York, where the high point came when Fierce and Accountable™ went up on a billboard in Times Square, running 24 times on October 7, 2026. For a book about leading out loud, it's hard to imagine a better stage, and it gave Michelle something most first-time authors never get: her book above one of the busiest intersections in the world.


The champagne pop reel from the launch ran on a billboard in Times Square, and I was there to capture the moment. Working around tight timing and a lot of moving parts, the billboard wasn't always live and everyone wanted in the photos, I got Michelle and her friends with the board and out enjoying the city, in photos and on video. That became three reels, three posts, and six stories, plus a b-roll library with testimonials she can keep drawing from. Seeing my own work above Times Square, part of a moment this big for her, was unforgettable.

Two excited women in black outfits pose with cards on a stage in Times Square with glowing billboards and pedestrians behind them.
Two women in sunglasses and dark outfits hold copies of the book Fierce while posing in front of the Welcome to Times Square sign.
Two smiling women pose together in Times Square, each holding a copy of the book Fierce Accountant, with bright billboards behind them.
Stack of Fierce and Accountable: Leading Out Loud books by Michelle Lucero on a round red bistro table outdoors.
Woman in a black leather jacket points at a large digital billboard in Times Square showing text that reads Fierce and Accountable.
Smiling woman in a black leather jacket sits on red stadium steps in front of a crowd of young women, one holding a book titled Fierce.
Two smiling women chat at night in a bright, neon-lit city square, one in a black leather jacket holding a phone.
Woman in a leather jacket and sequin skirt points to a book titled Fierce while posing in New York's Times Square at night.
Three people pose together at night in Times Square, one holding a book, with bright billboards and neon signs glowing behind them.
Woman in sunglasses, black leather jacket and leather pants stands on a glass staircase in front of bright city billboards in Times Square.
Woman in a leather jacket and sequin skirt holds a book in Times Square beneath a billboard reading Fierce and Accountable.
Two women in leather jackets and sunglasses laugh and pose at a railing in a busy Times Square with large billboards behind them.
Group of six smiling friends posing together in Times Square with bright billboards and crowds in the background.
Four smiling women pose together at dusk in front of a Times Square billboard promoting the book Fierce and Accountable.
Smiling man in a black jacket looks at a small object in his hands while two women face him on a busy street with bright billboards.

By the numbers

1500+

Engagements across Instagram, Facebook, and LinkedIn

20K+

Impressions across Instagram, Facebook, and LinkedIn

#1

Amazon hot new release in two categories.

16

Fully produced posts including carousels, reels, and graphic posts.

"When It came time to strategize around my book launch strategy - on all fronts and formats - there was only one person I knew would bring a strategic mind, relevance, and brilliant professional media: the amazing Dylan Lindsey. Words cannot describe how phenomenal everything went. From preplanning to execution to post production. Absolute mastery."


Michelle Lucero, Author of Fierce and Accountable™
Planning something big? I'd love to help.

 

Create a campaign that feels like you

 

Prepared By

Dylan Lindsey LLC

Get In Touch

info@dylanlindsey.com

Smiling woman in a black jacket points toward large digital billboards in Times Square, New York City, with a Pele Soccer sign nearby.