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Creative Director | Strategist
ART, TECHNOLOGY, AND CRAFT IN THE SERVICE OF HUMAN STORY AND BRAND
WarnerMedia Ad Sales
WarnerMedia For Brands
Prior to becoming WarnerBros. Discovery, WarnerMedia’s brand studios were separated by vertical. Special Projects developed cross-portfolio content partnerships and supported the Portfolio Sales team through pre-sale.
Above is a quick unified showcase of some of our partnerships.
Role: Director of Special Projects / Creative Director / Creative Strategy / Writer
Executed by Fullscreen Creative.
Link: http://www.warnermediaforbrands.com
Hulu
The Handmaid’s Tale + Hulu Brand Extension Case Study
Innovation SABRE Awards Best-In-Show, Eventex Awards, 2x Gold PromaxBDA, One Show Merit
A powerful in-person experience that sparked conversation on social media, and expanded from one-off show activation, to a Hulu Brand campaign and a national conversation with cultural impact.
For the premiere of The Handmaid’s Tale, Season 3, Hulu wanted to create a memorable experience beyond simply watching the show. The goal was to spark authentic conversation and to generate action around gender inequality in today’s world.
Digging into the themes of The Handmaid’s Tale we discovered a surprising statistic: only 8% of all statues in the US are of women. From there, an incredible idea came to life. What if we could change those numbers with a memorable, buzzworthy installation?
Drawing on the show’s core message — “History is written by those who tell it” — we decided to bring statue parity for one day, in one city. We chose New York City, where 145 statues exist of men and only 5 of women.
Shape of History
On the morning of June 7, 2019, 140 mirrored statues stood tall. From afar, they looked invisible, dramatizing just how fleeting women’s representation can be. Thousands of people walked through the exhibit and commented on the surprising statue disparity. Visitors posted photos thanking Hulu for highlighting the need for equality.
Shape The Future
Hulu Brand Campaign
Based on the tremendous response in New York, Hulu decided to expand the project and adopt it as a brand campaign. So on Women’s Equality Day, the Anniversary of Women’s Suffrage, we brought the statues to Boston, Atlanta, and San Francisco, other major cities in dire need of representation, raising further awareness of the lack of equal representation in statues and monuments. Each installation was met with just as much engagement and social buzz, and increasing pressure on elected officials to take action.
While we can’t change history, we could give women the chance to see a new future — all while driving word-of-mouth, social conversations, and Hulu subscriptions.
Role: Creative Director, Director of Special Projects, Courageous / WarnerMedia
Initial Event: Flatiron Public Plaza / Madison Square Park, New York, NY
National Event: The Ferry Building, San Francisco, CA, Faneuil Hall Marketplace, Boston, MA, The Hub at Peachtree, Atlanta, GA
Courageous Brand Studio
Brand Narrative, Identity, Growth of WarnerMedia’s Brand Studio
Courageous Identity and Growth Film
Courageous Sizzle
Courageous is the state-of-the-art brand studio of WarnerBros. Discovery. Drafting off the journalistic heritage of CNN and the bold vision of founder Ted Turner, Courageous specializes in captivating audiences through authentic, culturally-relevant creative and documentary-style premium storytelling. Our team of award-winning directors, producers, editors, developers, designers, animators and strategists creates authentic, emotionally-resonant and, often, purpose-driven stories on behalf of brands.
As we grew, so did our partnerships and capabilities. Through repeated successes and the evolution of Turner to WarnerMedia, what began with a focus on News and Sports (CNN, Great Big Story, Bleacher Report, Turner Sports), evolved to portfolio wide integrations including TNT, TBS, Adult Swim, as well as HBO, WarnerBros. and DC Comics.
Capabilities
Short-Form Documentaries, Long-Form Documentaries, Live Video & Streaming, Augmented Reality, Virtual Reality & 360° Video, On-the-Ground Events, Experiential Stunts, Scripted Video, Animation, Digital & Video Interactives, Multimedia Web Experiences, Podcasts, Articles, Photography, Polling & Data Capture, Quizzes, Sweepstakes & Contests, Data Visualization, Environmental Space Design, Gaming, Native Ads, High-Impact Ads
I was recruited to build Special Projects — an agile, cross-functional team responsible for defining Courageous’ voice in the marketplace, developing and managing relationships with partner agencies, and executing complex high-profile projects at speed. Madison Avenue creative capabilities, client management, and top-tier production value for the branded content and modern media company universe.
As a senior leader, I hired and mentored Writers, Directors, Editors, Producers, and Artists, supervised vendors and budgets, and was privileged to help Courageous grow from a start-up to a full-time staff of over seventy with over $100 million in annual revenue contributions.
Special Projects also supported the Ad Sales and Content Partnerships teams in Ad Product innovation, marketplace image, and pre-sale creative solutions and pitch.
Additionally, Special Projects led Courageous Events and Live Activations, and participated in the development of annual Upfronts presentations.
Awards: 140+ Industry Awards since 2016 // Cannes Lions // One Show // D&AD // Digiday Content Marketing // ProMax // AdWeek ARC // OMMA’s // Digiday Video // EventEx // MediaPost Creative Media // Webby’s // SABRE Innovation Awards // MMA Smarties // Muse Awards 2022 // Edward R. Murrow Award for Execellence and Innovation In Journalism // GLAAD
Link: http://www.courageousstudios.com
http://www.warnermediaforbrands.com
Role: Creative Director, Director of Special Projects, Courageous Studio / WarnerMedia
Land Rover
Land Rover x Anthony Bourdain: Explore Parts Unknown
A custom branded content series extending Bourdain’s famed show, complete with a website, live events, and social extensions. Land Rover enjoyed 100% share of voice. Renewed for a second season.
Land Rover North America was launching its all new Land Rover Discovery, the brand’s most versatile and capable SUV. Constantly breaking new ground, confronting new challenges, and not being content with the expected, Land Rover sought content partnerships where vehicle and driver were united in the pursuit of adventure.
What could be better than pairing the Discovery with the Bad-Ass Chef himself, Anthony Bourdain. Becoming the launch sponsor of “Explore Parts Unknown,” we created a brand-new mobile-first immersive guide including original stories and clips inspired by his hit show “Parts Unknown,” as well as two new new episodic digital video series featuring Bourdain exploring the city and countryside of Catalonia, Spain.
The partnership was so successful, Land Rover returned for a second season, this time we explored the hidden immigrant enclaves of Southern California.
Not only was Land Rover the exclusive advertiser against this content, but Bourdain liked the car so much, he decided to get behind the wheel himself. Vehicle and driver, united.
Watch Season 1: Return to Catalunya
Watch Season 2: Little Los Angeles
Role
Creative Director, Director of Special Projects, Courageous Studios
Mediums
Web Series. Microsite. Digital. Social. Paid. Organic. Complete share of voice.
P&G x CNN
The Words Matter and Queer City
Cannes Silver Lion (Among Many Others)
Role: Creative Director, Director of Special Projects, Courageous / WarnerMedia
Campaign Assets: 30 Minute Documentaries, Cutdowns, Rich Media Articles, Microsite, Photography, Experiential Event, VIP Session with Special Guest Live Performances, Behind The Scenes, Print Collateral, Signage, Premiums, Interactives
Film Director: Mark Trent
Queer City Creative Team: Nick Brennan, Jordan Shaverebi
Location: Hudson Mercantile, New York, NY
Volvo
Racing The Sun
Edward R. Murrow Award for Technological Innovation, 2 Promax Gold Global Excellence, 2 Promax Gold North America, Multiple Cannes Shortlists, One Show Merit, Many Others
Broadcasting the moments of totality across America was a once in a one-hundred-year opportunity. It also presented an awe-inspiring moment to partner with Volvo to create an amazing experience that made people completely rethink what they know about the brand.
Strategy
Volvo was launching the redesigned XC60, its bestselling SUV. While the new XC60 elevates the brand’s luxury status, it also includes new technology not seen in previous models. We needed to shatter the perception that Volvos are “old and boxy” and align the XC60 with technological innovation.
The 2017 eclipse not only satisfied the need for wonder, inspiration and the open road, but also represented the first time modern technology could be used to reshape how American’s experienced totality. A perfect fit for Volvo and the XC60’s bold and technology-forward transformation
We sent four XC60’s to meet the eclipse. With a powerful engine, incredible precision control, and panoramic moonroof, the XC60 was the perfect vehicle to race the sun’s shadow. Behind the wheel, expert hosts shared their knowledge and observations. CNN held live viewing parties in three locations, and we completed the broadcast with special guests, corona cameras, and 3D animations. We teased the event with four short films, outdoor, digital, and print activations.
For the first time ever, the entire world experience a total solar eclipse live, as it happened—even if they were nowhere near it. And with more than 8.6 million live streams, Racing The Sun became the biggest live VR event in history.
Locations: Live VR simultaneous broadcast from Ketchum Idaho, Beatrice Nebraska, Blackwell Missouri, Charleston South Carolina
Short Films
Collateral
AdCouncil | CDC
#MaskUpAmerica + The Mask Entrepreneurs
AdCouncil and the CDC approached the biggest media companies in the world with a request for inventory and an open brief seeking help with COVID Mask Awareness. We pitched several options targeting different market segments, with a range of budgets and production constraints.
These two were selected out of dozens of other contenders from across WarnerMedia and other media companies.
Utilizing the hashtag’s #ShowUp, #MaskUp, The Mask Entrepreneurs targeted the young, free-spirited, and often irreverent Gen-Z by profiling young entrepreneurs who were making the most of the tragic pandemic by starting mask related businesses. Hosted by social influencer Mitchell Crawford, we not only remotely interviewed four entrepreneurs, but also produced the campaign entirely remotely — practicing the message at all steps.
Since masks were part of the public dress code, these young entrepreneurs were helping their friends and customers stay stylish and express themselves while wearing a face covering. Inventing new styles, discovering new talents, and delivering a core message from a cool and respected set of the Gen-Z and Millenial audience.
Activations: Broadcast, Digital Videos, Microsite, Social.
Role: Creative Director
Client: Ad Council / CDC
Agency: Courageous / WarnerMedia
Link: https://www.cdcfoundation.org/showupmaskup
#MaskUpAmerica targeted older generations who simply may not think masks have much benefit by evoking nostalgia and identifying masks with some of the most iconic characters in WarnerMedia’s content library. Every one should do their part.
If heros, superheros, villains, and even Rick from Casablanca can where a mask, so can you.
Both ideas were so successful, they were used on additional studio’s, platform’s, and broadcaster’s donated media.
Role: Creative Director (Concept) / Creative Strategy
(Note: Concepted, pitched, sold. Executed later by a different team).
Client: Ad Council / CDC
Impact Agency: Meteorite
Company: WarnerMedia
Production Company: Tenth Street Productions
Link: www.cdc.gov
Amazon | The Climate Pledge
“Further. Faster. Together.”
The Climate Pledge is a commitment to reach net-zero carbon by 2040, 10 years ahead of the deadlines set by the Paris Climate Accord. Amazon co-founded The Climate Pledge with Global Optimism in 2019 and became the first company to sign the Pledge.
Narrated by Carl Sagan, this :90 anthem film plays to closed door audiences of Founders, CEOs, and CMOs, and frames humanity as explorers and innovators in constant search of purpose. Showcasing the history, evolution, and transformative power of technology we present The Climate Pledge as an opportunity to engage with the human project on a planetary scale. The film serves as one of several tools designed to capture the hearts and minds of global leaders.
Role: Creative Director
Responsibilities: Strategy, Concept, Writing, Direction, Supervised Production and Post, Advise on Implementation and revision for targeted audiences.
Square Enix: Deus Ex “Mankind Divided”
HumanXDesign
Cannes Silver Lion (Among Many Others)
A 360° campaign for the launch of AAA video-game Deus Ex: Mankind Divided exploring the modern day reality of the game’s core theme, the inevitable conflicts surrounding cybernetic human augmentation.
HumanXDesign consisted of a two-day conference centered on the ethics of human augmentation live streamed on Twitch, a 30-minute documentary premiering on Amazon Prime, Amazon Prime and CNN Home Page Takeovers, digital interactives, website, a wrapped NYC Subway Car, Times Square Billboards, and the first ever ethical framework for human augmentation.
Role: Creative Director, Director of Special Projects, Courageous
Location: The Paley Center, New York, NY
Website: http://humanxdesign.com/
TNT
The Alienest
Challenge
In the lead-up to the premiere of “The Alienist,” TNT’s latest high-stakes dramatic series with a $50 million budget, we faced the challenge of differentiating the show in a saturated market and building a dedicated fanbase.
Solution
To tackle this, we produced an inventive five-part documentary series that paralleled the show’s historical backdrop and modern-day relevance.
- First, we profiled Dakota Fanning’s character, who is based on the NYPD’s first female detective. We took cameras to Budapest to film her on location, while also following a real-life NYPD SVU female detective to compare experiences from the 1890s to today.
- Next, we ventured into the psychology of serial killers. We sat down with a psychologist who has interviewed over 300 serial killers, offering chilling insights into their minds.
- We also engaged actor Daniel Brühl to read writings from real-life serial killers. To amplify this, we turned these readings into an augmented reality experience.
- Lastly, we took viewers to an unsettling location—an abandoned asylum on a scarcely known island off New York’s coast, where over a million bodies are buried.
Distribution
We used our social activation platform, Launchpad, and syndicated the documentary across various social media platforms to maximize visibility.
Results & Impact
- The premiere of our digital short smashed TNT’s previous digital launch records, racking up over 4 million minutes watched.
- The series sparked more than 10 million social engagements.
- Subsequently, “The Alienist” won an Emmy, received five more nominations, and was renewed for a second season in 2019.
Takeaway
Through multi-layered storytelling methods and taking advantage of cross-platform distribution, we dramatically boosted viewer engagement and set new industry benchmarks for digital series launches.
Role
Creative Director, Courageous Studios
Mediums
Films. Digital. Social. Paid Targeting.
CA Tech x Instagram x Facebook Live x CNN Politics
#MyVote: A Highly Public B2B Strategy on display during the 2016 U.S. Presidential Election
CA Technologies, a leading software company specializing in business, development, and IT management software, was looking to create a high-profile campaign to showcase the power and breadth of its technological capabilities. We suggested #MyVote, a year-long integrated technology and content partnership designed to highlight CA Tech’s expertise in APIs and data analytics. We would enhance our own storytelling and viewer engagement, while elevating CA Tech in the minds of decision makers during a critical moment in U.S. history: the 2016 Presidential Election.
#MyVote
A 360° sponsorship of CNN’s 2016 Election Coverage featuring on-air content, live event integrations, an all new CNN Politics App, a 12 stop roadtrip, a social partnership with Instagram and Facebook Live, culminating in projection mapping the Empire State Building on Election Night.
The App
As the election heated up in April of 2016, we launched an all new CNN Politics app. In addition to delivering CNN’s in-depth political coverage, the data-focused app, powered by CA Technologies APIs, delivered a custom suite of analytical tools to help those following the election dig deeper, and understand what was happening at any moment and why. The simple, easy, and intuitive tools enabled users to explore the polling, exit polls, past results, the delegate math, battleground index, and the big, breaking news and enterprise stories of this incredible election all in one location.
The Roadtrip
CNN Politics invited fans to join them on a trip across the country. But not to follow the candidates, CNN wanted to hear from the rest of us, the people. CNN’s Chris Moody and Vanessa Yurkevich visited places where campaigns and political reporters don’t always go for eight weeks leading up to the Presidential Election.
In partnership with Instagram, Facebook and CA Technologies, CNN embarked on this nationwide tour of key swing states, presidential debate locations and destinations around the country on the #MyVote camper and projection tour.
At tour stops, members of the community were invited to enter the #MyVote camper and take a photo with either a red, blue or purple background color, and attach a comment about what their vote meant. They shared those photos on Instagram, using the #MyVote hashtag. The #MyVote camper also served as CNN’s Facebook Live HQ as well as the social media hub on the road-tour and at each presidential debate location stop in New York, Missouri, Virginia and Nevada.
Election Night
“It’s one part news-delivering tool, and one part crowd-sourced art project.”
– The Washington Post
“CNN is being F*cking Insane Right Now”
The final stop and grand finale of the #MyVote nationwide tour? The Empire State Building in the heart of New York City — and visible from both Candidates campaign headquarters.
We brought CNN, Instagram, and CA Technologies together in an exclusive partnership with the Empire State Building to light up the NYC skyline with a breathtaking display of photography, real-time election results, maps, voter mosaics and animations.
Voters around the U.S. could contribute using the #MyVote hashtag, and the activation continued, albeit on a smaller scale, with projections at the Newseum in Washington D.C. and Miracle Mile in Las Vegas.
Role: Creative Director, Courageous Studios and Ad Sales and Content Partnerships, Turner Broadcasting
Responsibilities: Creative Strategy, Creative Direction. Lead Creative representing Courageous Studio, Ad Sales, News and Sports Content Partnerships
Locations: Empire State Building and 230 Fifth, New York, NY, Newseum, Washington, DC, Miracle Mile, Las Vegas, NV, Multiple Swing States
Campaign Assets: Projection Mapping The Empire State Building with Live Social Content from Instagram on Election Night 2016, Live Projections on the Las Vegas Strip and in Washington, D.C., multiple live watch events including the 230 Fifth rooftop in New York City, and a complex lead-up experiential campaign including a Swing State Road Show featuring a Custom Wrapped Air Stream Trailer making 12 stops in different cities, RNC and DNC Convention Week Pop-Up “CNN Grill” installations, Bud Light commercial integrations, and a completely rebuilt CNN Politics App powered by CA Technologies.
ESB Projections Production Company: Obscura Digital
Amazon | The Climate Pledge
NYC Climate Week x UN General Assembly VIP Summit
Every year international leaders from business, government, and civil society congregate in New York City for Climate Week to spotlight global climate action—in conjunction with the United Nations General Assembly. Climate Week 2022’s focus was “Getting It Done,” and Amazon hosted a series of interactive events around the city to spotlight new partnerships, investments, and progress towards our Climate Pledge goal to be net-zero carbon by 2040
Climate Pledge Summit
On September 22nd, The Climate Pledge hosted its first in-person signatory experience, The Climate Pledge Summit at Fotografiska in NYC. The day-long event brought together senior executives from signatory companies for a series of panel discussions addressing Pledge progress, future focus areas, and opportunities for joint action.
Select Climate Pledge signatories and Climate Fund recipients gave Summit attendees a sneak-peek of their latest innovations and case studies through interactive exhibits. The displays allowed audience members to experience Pledge signatory innovations on a tangible level. Attendees were also encouraged to create a ‘No Swag Bag’ swag bag, where instead of being given a traditional takeaway filled with a giant carbon footprint, they could choose a Cotopaxi ‘Do Good’ bag and select patches to customize on site, in hopes of creating a more sustainable approach to swag.
Speakers included AWS CEO Adam Selipsky, Matt Damon and Gary White for Water.org, Van Jones and Climate Justice, Al Roker, Uber CEO Dara Khosrowshahi, Impossible Foods CEO Peter McGuinness, Christiana Figueres the architect of the Paris Agreement, Cotopaxi’s Chief People Officer Grace Zunic and their head of impact and sustainability Angie Agle, Head of Environment and Sustainability at Maersk Lee Kindberg among others.
We announced NYC Climate Week to the world through a social deluge from more than 75 of The Climate Pledge partner brands, as well as Amazon itself.
Nasdaq Billboard
Amazon announced on the first day of Climate Week NYC that The Climate Pledge has been signed more than 375 companies—a milestone indicating the growing importance of more sustainable operations to organizations worldwide. In 2019, Amazon co-founded The Climate Pledge—a commitment to be net zero carbon across our business by 2040, 10 years ahead of the Paris Agreement. Companies that sign the Pledge recognize that there is no more “business as usual” when it comes to taking climate action.
Climate Week NYC Leaders Reception
The Climate Week NYC Leaders’ Reception was held at The Edge in NYC, set high above the city to see the building tops turned green for Climate Week. Amazon VP of Sustainability, Kara Hurst announced a partnership with Water.org to help provide access to safe water for 100 million people. This $10M financial announcement was followed days later by a panel discussion at The Climate Pledge Summit with Adam Selipsky (CEO, Amazon Web Services), Gary White (CEO & Co-Founder, Water.org and WaterEquity), and Matt Damon (Co-Founder, Water.org) focusing on the importance of the private sector in providing access to clean water.
The Launch of “Future Forward”
We centered the night around the concept of “Future Forward”, displaying interactives from six Pledge signatories that are trailblazing paths and changing the way they do business in an effort to bring decarbonization at scale. Featuring Future of Transportation: Rivian. Future of Flight: JetBlue. Future of Buildings: CarbonCure. The Future of Farming: Uniliever. The Future of Food: Impossible Food. Future of Forest: Heineken.
Future Forward is expanding to a six film series exploring how these companies are embodying the climate pledge’s mission. Directed by Academy and Emmy nominated female directors, and produced by Peabody-winning independent filmmaker Senain Kheshgi in partnership with her production company Majority, look for these films later in 2023.
Role
Strategy
Creative Director
Content Development
Brand Aligment
Mediums
Brand Strategy
Brand Storytelling
Film / Video
Experiential Events
Print and Physical Collateral
Spatial Design
Social Strategy
Hulu — The Looming Tower
Case Study: Driving Engagement for Hulu’s “The Looming Tower” through an Immersive Digital Experience
Summary
“Your government failed you.”
9/11 is not an easy subject to approach, but Hulu tackled it head-on with “The Looming Tower.” The limited series is based on a Pulitzer Prize-winning article that explores the rise of Osama bin Laden and Al-Qaeda, as seen through the eyes of FBI and CIA counter-terrorism teams leading up to the tragedy on 9/11.
Engage fans of political thrillers and investigative dramas with compelling, informative content about the events leading up to 9/11, in order to drive awareness and interest in the limited series “The Looming Tower.”
Strategy
Hulu aimed to not only promote “The Looming Tower” but also to offer its audience a new perspective on a complicated, deeply sensitive topic. Hulu saw a unique opportunity to leverage CNN’s historical knowledge and journalistic capabilities to create a new type of branded experience. The goal was to go “beneath the surface,” offering a nuanced view that could drive discovery of new facts and peak interest in the series.
Execution
- Interactive Digital Timeline
- Collaborating with CNN, the team integrated narrative footage from “The Looming Tower” with original documents and archival footage.
- Created a 20-year digital interactive timeline, featuring declassified CIA emails, FBI memos, Congressional investigations, and the 9/11 Commission report.
- This timeline was not just a collection of documents but an immersive, multimedia experience featuring primary source materials, illustrations, graphic animations, short-form videos, and still images.
- Multi-Platform Accessibility
- To ensure a broad reach, the interactive experience was optimized for a variety of devices and promoted via CNN’s native and social channels.
- Audience Targeting
- Employed precision targeting to reach enthusiasts of dramas, history, and thrillers, especially those on mobile devices.
Results
- Tens of thousands of views on the branded hub, with over half coming from mobile devices.
- Social engagement was three times higher than average, and the sentiment in the comments was 76% positive, with many indicating an intent to watch the series.
- The series earned critical acclaim, receiving four Emmy nominations.
Conclusion and Insights
The campaign was a powerful example of how investigative journalism can seamlessly integrate with branded content to provide a unique and compelling user experience. Hulu successfully enticed its audience with an approach that was both sensitive to the subject matter and highly relevant, ultimately contributing to the series receiving multiple Emmy nominations and critical acclaim.
Role
Creative Director, Courageous Studios
Mediums
Digital. Social. Paid. Organic. Website. Editorial. Research.
CNN
The CNN Experience 2016-2020
Multiple Promax Awards
An annual invite-only event for premium advertisers held before the Upfronts showcasing amplifying CNN’s offerings for the upcoming year. Led by Marketplace Image, supported with creative input on film, video, copy, creative strategy, collateral, and premiums.
Time
Role: Creative Director
Campaign Assets: Films, Digital Interactives, Photography, Signage, Print Collateral, Premiums, Kiosks, Event Documentation, Presentations, Decks, Sizzles
Locations: Time Warner Center, Hudson Yards, Agency Road Show
MassMutual
The Unsung
Jazz At Lincoln Center, Times Square, NYE
After all the negativity of 2017, we wanted to bring to life a simple truth at the heart of the MassMutual brand: people are looking out for one another all around us.
Enter, The Unsung. Collaborating with MassMutual’s agency, we suggested a “year-in-review” integrated multi-channel partnership. We began by uncovering uplifting stories of people helping people that had been overshadowed by political rancor, global conflict, and natural disasters, then traveled around the country to tell these stories with an anthem broadcast spot. Wanting to go further than typical “found footage” retrospective films, learning on our journalistic strength was our way to reframe the prevailing negative view of 2017.
To give these beautiful stories a chance to inspire America, we partnered with CNN’s Great Big Story to produce short documentaries that dove deeper into each unsung hero. Additionally, we engaged with local and regional newspapers to tell local neighbors’ stories of mutual aid through both paid and earned media.
To end the year on a high note, we flew our featured heroes to New York City for a special New Year’s Eve performance in their honor.
Broadcast live on CNN in the last moments of the year, we gave MassMutual the last word with the performance inspiring all who saw it to Live Mutual in the new year.
The response was so great, our six groups of heroes were featured in one of the most talks about Super Bowl Spots of the year.
Not only did this partnership inspire audiences, and elevate MassMutual’s voice, it provides a key example of how brand studios can integrate seamlessly with the most talented creative agencies and media agencies in the world.
Oh yeah, we got Sia’s choreographer, the woman who arranged Jersey Boys, and music producer and director Sam Spiegel to join.
Role: Creative Director, Director of Special Projects, News and Sports Ad Sales and Content Partnerships
Directed by: Sam Spiegel
Amazon | The Climate Pledge
National Geographic Storytellers Fund
To raise public awareness, we collaborated with National Geographic Society’s Global Storytellers Fund to support 15 National Geographic Explorers over three years to document the global climate crisis through authentic storytelling and illuminate the most pressing challenges, the solutions that can protect the wonder of our planet, and the communities on the frontlines. The collaboration with The Climate Pledge was designed to advance early-career and established storytellers with the funding, training, and exposure necessary to bring their stories about the global climate crisis to the forefront.
This teaser trailer was featured at events and conferences, including Goal’s House, a community of renowned activists, thinkers, political figures, business leaders, and entrepreneurs driven to achieve the UN’s Sustainable Development Goals, at SXSW2022, and distributed on the web and social.
We then showcased the first four photographers work at Bass Hall on South Beach during Formula 1 Miami 2022 and Aspen Ideas Climate Week.
Role: Creative Director
Responsibilities: Ideation, Creative Strategy and Approach, Video assets based off of Explorers Photographs
WarnerMedia / Turner
Upfronts and NewFronts
From 2017-2020, I was tasked with increasing responsibilities at the Turner and WarnerMedia Upfronts and NewFronts events. After designing the strategy, theme, and approach for Great Big Story’s highly successful Campfire Stories Newfronts, and then leading Courageous’ first high-publicity exposure at the 2017 Newfronts, my role and responsibilities evolved to supporting Ad Sales and Marketplace Image with larger segments of the presentations.
In 2018, my team partnered with Turner Studios as well as Turner Ad Sales Marketplace Image to develop the News and Sports sections of We Make Fans, Turner’s 2018 strategy, as well as shepherd strategy and creative for Turner’s Digital NewFronts which showcased CNN Digital, Bleacher Report, and Great Big Story.
In 2019, we supported the combined WarnerMedia Ad’s Marketing team to develop “Dream Bold Here” with strategy, films, activations, touchpoints, and collateral. We also began showcasing our Xandr Make Advertising Matter campaign and integrating creative executions as part of our go-to-market strategy.
In 2020, we led rebranding and strategy efforts for WarnerMedia For Brands. Unfortunately, our Upfront was scaled back enormously due to COVID and existed only as a digital presentation.
WarnerMedia
WarnerMedia Upfronts 2019: Dream Bold Here
The Hulu Theater @ Madison Square Garden
Role: Director, Special Projects, representing Courageous, Ad Sales, News and Sports Content Partnerships
Turner Broadcasting
Turner Upfronts 2018: We Make Fans
The Hulu Theater @ Madison Square Garden
Role: Director, Special Projects, representing Courageous, News & Sports, Ad Sales & Content Partnerships
CNN Digital, Great Big Story, Bleacher Report
Turner Digital Newfronts
Role: Creative Director, Director of Special Projects, Ad Sales and Content Partnerships
Location: Spring Studios, Tribeca, NYC
Great Big Story
“Campfire Stories” Newfront
Role: Creative Director, Director of Special Projects, Courageous
Location: Hudson Hall, New York, NY