STARZ
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
From our winning pitch to daily irreverent content—we went there. Contracted to lead the Social rollout in tandem with a larger STARZ brand refresh, I led a cross-functional team to unify their diverse programming and create content across social channels.
The challenge was to unite tentpoles as diverse as the Power Universe and Outlander, as well as become a home for fans of smaller critical darlings like Serpent Queen and Party Down. And we pulled it off. From a robust V&T guide to creating visual brand recall, above all, I ensured the team maintained our POV on why audiences love STARZ: the bold characters, stories, and entire narrative universes that go there.
WE GO THERE
RESULTS: 76.7 MILLION IMPRESSIONS | 92.3 MILLION VIDEO VIEWS | 3.8 MILLION ENGAGEMENTS | 2.5 MILLION+ FOLLOWERS
R&R: PITCH SUPPORT | CREATIVE DIRECTION | BRAND DEVELOPMENT | VOICE & TONE | CONCEPTS | COPYWRITING: SOCIAL | CONTENT CALENDARS | PRODUCTION | TALENT Q&A | COMMUNITY MANAGEMENT OVERSIGHT
BRAND DEVELOPMENT
CREATIVE PLATFORM
We know our shows and we know our platforms—fluent in each, we’re able to speak specifically to universal truths as wide-ranging as softcore, #regencycore, and the core of our shared human experience.
Air crackling before the lighting strikes, the last swirl and sip of wine; we’re not a new release—we’re the moment when it all changes. A crescendo, a real big vibe. We feel big, talk big, we are as big as the STARZ above and the stories STARZ tells.
WE GO THERE
BOLDLY, PASSIONATELY, WE GO THERE
VOICE & TONE
HOW WE SPEAK
HOW WE WRITE
HOW WE SOUND
To entertain, to provoke, to move the conversation forward—we go there.
We speak like the truly confident, meaning we have opinions, we got jokes, but we’re humble enough to change our minds. These are our shows, after all—of course we have opinions.
Using the declarative, we deploy repetition to make a point. But our questions? Always open-ended. We say less in short, witty lines: modern aphorisms for the very online. We’re straightforward and straight-up provocative because we’re invested: in the culture, the discourse, and whatever nonsense is trending today—we love that nonsense!
We’re not hood, we’re an entertainment network. That airs some very powerful, hoodass shows. Alongside shows about time-traveling nurses, cults, and professional wrestlers, friendship, sex, self-doubt and family. This is the stuff of STARZ, and stars are the stuff of life.
Just like you, we contain multitudes.
SO BOLDLY, WITH SWAGGER—
THAT’S HOW WE’LL GO
BRAND PERSONA
THE PROVOCATEUR
Pushing the envelope to see what’s underneath.
When we deliver provocations they’re in service of facilitating discussion: not lewd, but not shying away from the realities—and fantasies—that STARZ reflects, either. We’re not an edgelord, because we dwell in depth.
We take a strong stance: all are welcome but no bigots allowed.
Our Shows: We are here for the meat of it, for the characters, and the did you catch thats? From a color-story to a story arc, we’re interested in hearing what our shows are saying.
COMPLEX | OPINIONATED | CURIOUS
FAN SERVICE
PROGRAMMING x BRAND
PREMIERES
KEY BEATS
POST COPY: Give em light, give em love, or give em hell. Just do it fully. Happy Thanksgiving, fam.
POST COPY: History favors the brave. #WomensHistoryMonth
CORPORATE COMMS
TAKE THE LEAD
Take the Lead is STARZ corporate D&I initiative. Spotlighting the network’s commitment to a more diverse screen, as well as gains in the industry at large, it required unique creative including its own V&T as well as Look and Feel. Professional and polished while remaining heartfelt, I led the initiative to ensure it remained a distinct member of the STARZ family that still felt at home within the existing brand guidelines.
POST COPY: Everyone should see themselves celebrated on screen—and that’s where we #TakeTheLead
POST COPY: Continue to dream—#TakeTheLead when awake. #MLKDay
POST COPY: From lyrics and beats to TV screens, our STARZ family is full of musical icons who’ve contributed to The Culture. Happy #HipHop50
CASHMERE AGENCY
Creative Director: Meredith Ridings
Group Creative Director: Chris Salamat
Art Director: Priscilla Karamzadeh
Senior Copywriters: Jewell Donaldson, Crystal Dunn
Designer: Mitzi Dominguez
Motion Graphics: Garret Hernandez
Editors: George Streicher, Edward Chou
Strategists: Sam Campbell, Angelica George
Associate Accounts Director: Sammie Ho
C R E A T I V E T E A M