GLOW Season 1 - Global Marketing Campaign (2017)

My Role: Sr. Manager, Global Creative Marketing

From Executive Producer Jenji Kohan, creator of Orange is the New Black, a comedy series following the lives of everyday women who get roped into the over-the-top world of 1980s female wrestling.

This season, we see their journey as they transform into their wrestling alter-egos.

Campaign Positioning: "Be the off-the-top-rope you."

Goals and Strategy: 

• Channel the over-the-top, bold and exciting energy of the series through eye-catching creative.

• Showcase the pedigree, “From the team that brought you Orange is the New Black” to drive viewership through an existing audience and activate word of mouth acquisition.

• Highlight, celebrate and empower the diverse cast of female actresses.

• Feature the ensemble cast but making Ruth (and Debbie) the gateways into the series. Also prominently feature Sam as our ringleader.

Netflix Multicultural Campaign: BET Awards (June 25, 2017)

My Role: Sr. Manager, Global Creative Marketing

Opportunity: With Netflix now boasting a robust slate of content featuring African American characters, we saw an opportunity to speak to this underserved US audience for the first time, using our content as our mouthpiece. As the first beat of a long-term multi-cultural campaign in our US Market, we produced a highly-targeted Netflix content-first brand campaign to run on Broadcast and social platforms during the 2017 BET awards.

Goals & Strategy: 

• Speak to the Black US audience in an authentic and direct way using our Netflix content and characters.

• Spark a social conversation within the Black community that raises awareness of our service as a content destination with strong Black representation.

Netflix UK Young Females Campaign (April, 2017)

My Role: Sr. Manager, Global Creative Marketing

Opportunity: Noticing a membership gap in females aged 13-24 in the UK, we decided to take advantage of the Easter week - a time in which many young people are traveling for Spring Break, have more leisure time, and spend more time on social media - to produce a 360 content-first brand campaign in the UK to speak to this audience using highly-targeted content.

Goals & Strategy: 

• Build a 360 content-first brand campaign to reach UK young females during the week leading up to the Easter/Spring Break holiday.

• Build a highly targeted and engaging social reach, using titles exclusive to Netflix in the UK that skew to this audience and age group.

• Create stronger brand awareness and brand love among UK-based females (to eventually drive long-term acquisition with this audience).

• Speak to this audience in an authentic and empowering way using strong, unique, "real" characters in our content to which they could relate.

Netflix Stand-Up Branding System (January 2017)

My Role: Sr. Manager, Global Creative Marketing (Global Brand)

Opportunity: In 2017 Netflix is slated to launch 52 Original Stand-Up Comedy specials, making it the only global streaming destination for a wide range of stand-up comedy.  As a way to stake a claim in the market as a high-quality, global stand-up destination, I worked alongside our Brand Design team to build a unique 360 graphics and motion toolkit for all of our Stand-Up campaign assets.

We launched the toolkit with the release of the trailers for both Dave Chappelle and Amy Schumer's Original specials.

See What's Next - Netflix Global Tagline: Creative Platform (2016)

My Role: Creative Lead, Global Creative Marketing (Global Brand)

In 2015, the Netflix Global Brand team developed and launched the first ever Netflix global tagline: See what's next.

Instead of hard-launching the tagline with an announcement and 'anthem' campaign, we built a creative platform that allowed us to use our Netflix Original content to bring to life the many meanings and lenses of "See what's next."  With use-cases as flexible as the tagline itself, we we able to use story-telling to speak to the innovation of our service, to build anticipation and curiosity around our upcoming title launches, and create highly-targeted multi-title campaigns to encourage and invite members and non-members alike to see what's next.

Leveraging the launches of some of our globally supported original titles (Stranger Things, Narcos S2, Amanda Knox), we integrated moments from our content to tell a larger brand message - ranging from a playful take on more functional messages like "one month free" or "watch anywhere," to more storytelling-driven messages that drove curiosity to help drive title viewership and acquisition.  These pieces ran alongside single-title campaign launches on paid social platforms, and out-performed single-title campaign assets in both conversion and engagement.  

We also created several multi-title/brand campaigns that aligned to our See what's next creative platform, using shot moments to create a visual story-telling thread that connected groups of original content to reach targeted audiences and spark curiosity.

Netflix Global Launch - January 6, 2016

My Role: Project Manager / Creative Lead

On January 6, 2016 Netflix "flipped the switch" in over 190 countries around the world, making it the first global streaming service in the world.  CEO, Reed Hastings, made the announcement at CES at the end of his keynote presentation.  For the 6 months leading up to the announcement I worked as Project Lead, working cross-functionally with our Chief Communications Officer, CMO, and VP of Originals Marketing, as well as the PR and Social teams, to create a full run-of-show for the Global Launch announcement and social campaign.

Content in Context - Netflix Lifestyle Shoot (2015)

My Role: Creative Lead

In an effort to move away from dry, inhuman, functional messaging in our content marketing, I worked with the Consumer Insights team to perform a test in which it was proven that showing the functionality of the Netflix service in real, human situations (and seamlessly integrated with our content) was far more effective than saying it with copy.  I worked with a Production Agency to create an extensive globally-scalable collection of "lifestyle" video assets that feature a global cast of people for the purpose of integrating into our Marketing, Product, and Partner Marketing materials.

Multi-Title Marketing - Rebranding and Evolution (2013-2014)

My Role: Creative Producer

Upon being hired at Netflix in 2013, the company had just begun exploring how to approach "multi-title" marketing, having just released the first Original series, and still focusing primarily on marketing our library of licensed content.  The majority of Netflix ads at that time were focused on collection, rather than building a relationship to the brand.

Within my first few months at Netflix, I worked to create a new approach to multi-title marketing that moved us closer to creating a positive brand connection with consumers, while still creating what were, essentially, acquisition-driving campaigns.

My first step was to rebrand our graphic toolkit used in our multi-title marketing materials to make it feel less functional and retail, and feel more clean, modern, and conducive to story-telling.

We moved away from our full-flood red look, with cards that distracted from the content...

...and moved to a cleaner, more modern look that allowed the content to shine through by integrating our graphics and copy with the content in an elegant way.

We moved away from overbearing branding, and incorporated subtle, but recognizable, branding bookend features that stood out of the way of content, and created an iconic red "through line" that nodded to our (then, still) boxed logo.

As we began using this cleaner, white and red graphics look across all marketing platforms, the Global Brand team then took on the task of evolving the Netflix logo.  Inspired by the modernity of the cleaner, flatter graphic elements, we eventually landed on what is now the Netflix logo known today, informed by the multi-title graphic evolution.

Yours Truly - Chromeo Session (2009)

My Role: Director of Photography/Videographer

I had the privilege of working with the brilliant and creative minds of Yours Truly while studying and working as a photographer and videographer in San Francisco.  Working with the amazing team at Different Fur studios in San Francisco's Mission District, we shot, interviewed and recorded Chromeo in the studio, recording exclusive music tracks from their upcoming album, Business Casual (2010).

The work we did, as well as my photography, was featured in Wired Magazine.