This campaign leveraged a dynamic ad sequence that adapted based on whether users watched or skipped the ad. Unlike traditional approaches that aim to prevent skipping, we embraced it—integrating the function of the ad into the creative in a way that naturally aligned with the show's premise. This strategy helped the campaign stand out in a crowded space, driving engagement and impact.

The results spoke for themselves: over 80% of viewers who entered the sequence completed it, setting a YouTube performance record. A brand lift study also showed a significant increase in both brand awareness and intent to tune in from start to finish.

Role: Strategist, Concept Creator, Creative Producer and Project Lead

To promote Season 2 of AP Bio, we developed two distinct promo series designed to feel more like engaging content than traditional ads:

Morning Announcements – A mix of show footage and custom iPhone-shot scenes, written specifically for this original shoot and inspired by the episodes.

Life Lessons – A creative blend of show footage and dynamic graphics.

Our strategy focused on tapping into the themes that resonated with fans in Season 1, attracting new viewers while reminding returning audiences why they loved the series—ultimately driving excitement for the premiere.

Role: Creative Producer and Project Lead

This YouTube campaign used an interactive ad sequence that adapted based on whether viewers chose to watch or skip. Each ad acknowledged their choice—skippers were sent to The Bad Place, while those who watched landed in The Good Place. Every creative execution reflected life in these contrasting worlds.

With no new show footage available, we crafted a campaign that leaned into YouTube’s playful and engaging content style. By incorporating the skip-or-watch mechanic as a reward system, we seamlessly tied the ad experience to the show's core theme, making the campaign both immersive and entertaining.

Role: Concept Creator, Creative Producer and Project Lead

For Undateable, we developed custom Search, TrueView, and Bumper ads, collaborating closely with the show’s writers on the scripts. Working with Google, we identified specific search terms using user data and cultural events to align the ads with trending topics. For example, if someone searched for "March Madness," they would see a basketball-themed promo.

For Truth Be Told, we created a spoof of NBC’s iconic "The More You Know" PSA, crafting humorous "truths" that resonated with the audience and felt relatable to their everyday experiences.

Role: Concept Creator, Creative Producer and Project Lead

Step into Ben's shoes and take the leap for yourself. We created three unique leaps, each randomized so you never knew where you'd land—just like Ben. Designed for Instagram and promoted through organic and paid social, cast publicity, and QR codes featured in on-the-ground activations.

Role: Creative Producer, Project Lead

To promote this iconic brand, we created three filters that transported the audience back into the world of Magnum P.I. Our goal was to have them "Feel the Aloha" and fully immerse in the world of this legendary character and show. The campaign was promoted through paid and organic social media, show talent participation, and whitelisting. Additionally, during our NYC activation, QR codes were featured on coasters around the bar and other collateral.

Roll: Project lead, creative producer, strategist

2017 PROMAXBDA Bronze for Outstanding Social Experience – Hairspray Live Snapchat Lens

NBC and YouTube partnered with 40 YouTube influencers to promote Kelly Clarkson's new single, "Medicine," in celebration of her joining The Voice. Each influencer reimagined and performed the song in their own unique style. These individual performances were compiled into a 2-minute video, which was then promoted across YouTube and NBC’s social platforms. Due to music copyright restrictions, the video cannot be shared publicly.

Deadline Article: http://deadline.com/2018/02/nbc-youtube-mashup-kelly-clarksons-medicine-premiere-the-voice-1202302955/

Role: Creative Producer

NBC teamed up with influencers across social media to promote the premiere of the new unconventional dating show, The Courtship. The creative approach featured green screen shots with influencers speaking directly to the camera and amplifying promotional videos on Tiktok. The strategy was to highlight the Victorian theme of the show, setting it apart from others by tapping into the popularity of the Bridgerton craze, helping convey the unique, period-inspired dating experience.

Role: Project lead, Producer

NBC and Pinterest partnered to promote the premiere of Ordinary Joe, a show centered around the premise, "How could your life change if you asked yourself, 'What if'?" To engage audiences, we enlisted creators to ask their followers about their own "what if" moments and share their experiences.

Influencer posts featured a quiz running across Pinterest to help users discover their "what if" passions. We also curated Pinterest boards to inspire those passions and promote the quiz. The campaign was further amplified through NBC social platforms, owned and operated channels, NBC talent participation, and PR coverage.

https://www.adweek.com/social-marketing/nbc-rolls-out-pinterest-quiz-for-premiere-of-drama-ordinary-joe/

NBC partnered with Twitch influencers to connect with young male audiences, selecting two influencers known for their passion for gaming, physical fitness, and, of course, their love of The Rock. During their live gameplay streams, the influencers wore vests featuring the show logo and integrated key messaging about the show into their content.

Role: Project lead

Check out more of the activation!

https://www.nbc.com/quantum-leap/video/nbcs-quantum-leap-hq-experience-at-san-diego-comic-con-2023/NBCE154373543

https://www.nbc.com/nbc-insider/quantum-leap-sdcc-activation-experience-walk-through

STRATEGY AND EXECUTION

We aimed to transform Comic-Con fans into "Leapers," immersing them in the worlds of various NBC series through our unique activation.

Building on the popularity of shows like Law & Order, Chucky, and The Voice, we designed an activation that combined gamification with engaging, "escape room"-style mini-activities, or "leaps." Given the futuristic, sci-fi theme of Quantum Leap, it was the perfect foundation to create an immersive experience that connected NBC's iconic shows. We incorporated recognizable elements, like the Law & Order "Dun Dun" sound, The Voice’s functioning red coach chair, and the iconic Chucky doll, alongside hidden Easter eggs to surprise and delight the audience.

The activation utilized cutting-edge technology—custom programming, screens, sound, and visual effects—and incorporated physical experiences, such as live actors guiding attendees through each leap and interactive mini escape room activities.

By creating a spectacle that also provided social value, we captured the attention of dedicated entertainment fans at SDCC, offering them a truly engaging and immersive NBC brand experience.

RESULTS

3K+ Attendees

5.3M+ Social Impressions

4K+ Total Mentions

38 Earned Media Articles

Role: Creative Director, Producer and Project Lead

Agency: Giant Spoon

In partnership with Twitter, we had Janet engage attendees both on social media and on the ground, encouraging them to tweet positive messages to help send Comic-Con to "The Good Place." Working with a third-party agency, we developed an algorithm to track all tweets from Comic-Con with positive sentiment. After a human quality check, these tweets were displayed on a giant digital billboard in the busiest area of Comic-Con, filling up a "happiness meter." By Sunday afternoon, Comic-Con had officially made it to The Good Place.

Role: Creative Producer and Project Lead

Snapcodes were integrated into the design of our Midnight, TX town recreation. Scanning the code unlocked exclusive content about the town's residents, as well as interactive features like games, fortunes, and a mock TripAdvisor for visiting Midnight, TX. Our goal was to encourage fan interaction with the show while attendees were dining at the restaurant or waiting in line for the activation. Additionally, geotargeted Snapchat filters were available, allowing users to share their Comic-Con experience and enhance their connection with the activation.

Role: Concept Creator, Creative Producer and Project Lead

Here is an example of where one of the snapcodes took fans. It’s a spoof travel site for the town of Midnight Tx.

Role: Creative Producer and Project Lead

Inspired by LinkedIn's "Ask Me Anything" series featuring CEOs and executives, we created a spoof starring SNL legend Ana Gasteyer and X Mayo. The video was shared and promoted on LinkedIn, as well as across all NBC social platforms, including talent accounts, to build awareness for the season 2 premiere and promote the title. This was a first for LinkedIn to partner with an entertainment brand in this way.

Role: Concept creator, Producer, Strategist

The Voice coaches are some of the best marketing assets you could ask for when promoting the show—they're built-in influencers. Each season, we conduct a custom shoot to capture a wealth of content, including tune-in reads, polls, Q&As, trends, BTS footage, and more. Even cutting room floor footage from filming gets used, as authentic moments consistently perform best on social platforms for the show. This type of content always outperforms typical tune-in promos. I had the privilege of working on The Voice for 22 seasons.

Role: Creative consultant, Producer, Strategist, Writer, Concept Creator, Project Lead

Here are a few more social ads from the early days of social media marketing:

This Is Us – Talent reads encouraging people to swipe up to watch the viral trailer.

Rise – Since the show focused on high school kids, we aimed to create content that felt like everyday social media posts they would make themselves. Shot during our promo for the on-air commercial, it offered a behind-the-scenes look at the backstage and rehearsal life of students in theater.

The Good Place – For season 2, our focus was on where you were headed: the good place or the bad. This ad emphasized that no cursing was allowed, showcasing how the show was beginning to establish its own pop culture language.

Celebrity Apprentice (2.0) – With Arnold as the new host, we put him front and center in our social ads, leaning into his action-star persona with direct-to-camera reads.

Here are some additional creatives:

Night Court Polls – A series of everyday violations we might judge people on. These polls were the highest-performing creative in the Season 1 campaign, so we refreshed them for Season 2.

Scripted Reads – Featuring the leads from AP Bio.

Talent Read from Jennifer Lopez – For World of Dance, we coordinated this talent read during the COVID-19 pandemic.

(Role: Concept creator, Project Lead)

Since we didn't have any show footage or assets due to the live nature of the show and delayed assets, we created visual lyric stories for Instagram and Snapchat. These stories highlighted the most popular songs and lyrics from the 2018 nominees.

Role: Concept creator, creative director and project lead

Powerless was a show that explored life from the perspective of ordinary humans living in a world with superheroes. Our goal was to have fun by bringing elements of the comic book world into everyday life.

NBC partnered with Under Armour to launch the New Year’s Get Fit challenge, timed with the premiere of The Titan Games. Built within the Under Armour app, the challenge featured workouts instructed by Titan competitors, with participants entered to win cash prizes and Dwayne Johnson’s latest UA apparel upon completion.

The campaign was amplified through Dwayne’s Instagram, reaching over 350 million followers, and a collaboration with Spotify, promoting the challenge within the platform’s #1 workout playlist.

Results:

4.1M video announcement views & 935K likes

7.7M banner impressions

50K participants (avg. 30K-40K)

703K workouts logged

29% completion rate (avg. 15%-20%)

Role: Producer, DJ’s scriptwriter and Project Lead

I led the development of an interactive timeline of the Menendez Murders in partnership with The LA Times, utilizing archived articles. Designed as a mobile-responsive experience, the site featured pop-out elements to highlight key content. The timeline guided users through real-time coverage of events, from the murders to the court cases, aiming to engage and educate true crime enthusiasts who crave in-depth case exploration.

Role: Producer and Project Lead

NBC partnered with Attn: to create social content spotlighting the importance of school music programs and the challenges they face due to underfunding. The campaign underscored the vital role of the arts in shaping and inspiring young minds.

https://www.facebook.com/attn/videos/1685085254860260/f

Role: Project Lead and Producer

NBC collaborated with Upworthy to produce two articles highlighting the importance of music and arts programs in schools.

Role: Project Lead

NBC collaborated with Upworthy to produce two articles highlighting the importance of music and arts programs in schools.

Role: Project Lead

Sizzle Reel

2018 Obie Silver Award for Experimental Digital Out of Home – This is Us Interactive Digital Time Square Billboard.

For the premiere of Season 2, we invited users via social media to submit photos from their lives that represented love, family, and friendship, which became part of our campaign's key art displayed in Times Square. Real-time pictures from Times Square were then sent back to users, allowing them to share their moment on the billboard across their socials. The campaign was such a success that we repeated it for Season 3.

Since all the photos were legally released by the users, we created a special thank-you spot for the series finale. We built a website that connected directly to the billboard, implemented a QA process, and emailed the images to users so they could share them. For the series finale, we also revamped the site to collect thank-you notes and images for an activation at The Grove in LA.

Role: Concept Creator and Project Lead

Agency: Debrian

As one of the first advertising partners for the WTC screens, NBC executed a high-impact fall launch stunt, taking over the World Trade Center, Fulton Station, Times Square, and Penn Station to showcase 14 titles. This included the award-winning Superstore live-action Giphy execution, which won the 2017 Media Post Digital Out of Home Award.

Role: Project Lead

Agency: M Factor

Superstore Role: Creator and Project Lead

Superstore Partner: GIPHY

Digital took prints character campaign one step further by bringing the art to life through a green screen shoot during prints photo day. Something that had never been done before.

Role: Project Lead

Each state and territory had one artist competing on their behalf, and we created an interactive, mobile-responsive hub on NBC.com to showcase and educate viewers about the contestants. The hub featured clickable state icons, each displaying artist bios, videos, and social media links. Throughout the season, users could be directed to the sponsored voting app. The hub was promoted across NBC's social platforms, website, and out-of-home media, including QR codes on NYC subway panels to drive traffic.

Role: Project lead, Producer, Strategist

We hired an animation specialist to bring each doodle to life in our digital high-impact takeover ads. Their work extended to our out-of-home activations as well, including the World Trade Center takeover featured in the OOH section.

Role: Project Lead

For the return of The Weakest Link, NBC partnered with Zynga to create an interactive in-game ad experience that challenges players to determine if they’re the weakest link. By engaging with the ad, users could collect points to use in other games across the platform.

Role: Project Lead, Producer

For season 1 of The Wall, we created a mobile version of the game, giving fans the chance to enjoy the excitement anytime, anywhere. The game also became a key asset in international sales presentations, featured in their pitch decks.

Role: Project lead and Producer

We created a mobile ad unit that allowed the audience to explore the dynamic cast of our LIVE! broadcast of Hairspray.

These mobile ad units engaged users interactively, reinforcing the show's premise in a fun and clever way.

To promote Making It, a new crafting show around Thanksgiving, we brought the classic hand turkey from school into the digital age. The site allowed users to customize every detail—from the turkey's legs and beak to its hat, frame, and background. Once finished, users could share their creations on social media or print them out.