CBS
C R E A T I V E D I R E C T O R
E N T E R T A I N M E N T : S O C I A L
WELCOME TO THE AFTER-PARTY
CBS came to us to refresh their owned social channels and appeal to a younger, more social-fluent audience without alienating their core base—and on a network as storied as Walter Cronkite, striking a tonal and generational balance ended up informing every piece of content we created.
I led the team from the pitch through multiple extended contracts and project-based plus-up campaigns, which I helped to identify and sell-through. Deliverables ranged from a robust social playbook to the production of daily platform-specific assets (necessitating extensive IP knowledge), as well as monthly content calendars and special event campaigns with hyper-quick turnaround times.
RESULTS: +10.4% SOCIAL FOLLOWING | +207% ENGAGEMENTS
R&R: PITCH | CREATIVE DIRECTION | BRAND DEVELOPMENT | VOICE & TONE | CONCEPTS | COPYWRITING | PRODUCTION | CONTENT CALENDAR | EVENT-BASED IDEATION | COMMUNITY MANAGEMENT OVERSIGHT
BRAND POSITIONING
VOICE & TONE
The voice? Cool big sister. The vibes? Immaculate. The content? Lives for it. We’re extremely online with an authentic-enough voice that everyone from Gen X to Millennials to those little nihilists Gen Z will like her. We’ll embody everything CBS wants to say: all the best of our talent roster rolled into a voice that evolves right alongside our audience.
Smart but not self-serious, wry but genuine, fun as hell but down-to-earth, at core we’re a relatable fan just like our audience—with a sprinkle of that aspirational insider knowledge.
Warm and thoughtful like Nate Burleson, we can make fun of ourselves ala Arielle Vandenberg and extend an all-are-welcome earnestness that would make Annaleigh Ashford beam.
Regardless of platform or a fan's favorite show, we’ll find common ground with just about anyone. (Kind of like James Corden—but thankfully we’re not on the hook to justify the existence of Cats.) Charismatic and pop-culture literate, we’re a natural performer who could chop it up with Colbert just as easily as offer up a nuanced take on this season's Survivor blindsides.
CONTENT PILLARS
ALWAYS-ON SOCIAL
SPECIAL EVENTS
ADELE ONE NIGHT ONLY
KENNEDY CENTER HONORS
C R E A T I V E T E A M
Creative Director: Meredith Ridings
Art Director: Priscilla Karamzadeh
Copywriter: Annette Grupido
Designer: Mitzi Dominguez
Motion Graphics: Garret Hernandez
Editor: George Streicher
Account Manager: Simran Verma
Group Creative Director: Juliette Geraghty