NETFLIX WORK
Below you’ll find some brand work and various one-offs I’m proud of or amused by.
2020 COVID BILLBOARDS - “THANK YOU”
When quarantine hit, the industry shut down and Netflix pulled its awards ads immediately. We had a few days to come up with an idea for the ad space. Rather than some lofty brand message, we decided to send a message of hope to OUR essential workers: the stylists, camera operators, and unsung heroes of set who needed encouragement the most. We backed it all up as a brand with our relief fund, designed to help crews get through the shutdown. I’ve never been prouder of any campaign or any company for backing up a message with action.
Roles: Co-Conceptor & Headline Writer
Results: Industry coverage + personal notes from some of my biggest heroes.
Netflix Partners: Noel Tantinyà (Co-conceptor), Brian Marcus (Photo Sourcing), Noah Nathan (Design Lead), and the Netflix internal design team.
2019 YEAR IN REVIEW - “Imagine What’S NEXT”
To cap an amazing year, Netflix decided to release it’s most viewed films and series. What began as a social-only video was so beloved that it was run in it’s entirety during the some of the biggest NFL games of the holidays. Fans called it “Better than Youtube Rewind.”
Agency Partners: mOcean (AV) Netflix Partner: Greg Scott
Some of the best fan reactions:
DOLLY PARTON’S HEARTSTRINGS - “Every Story Strikes a CHord”
To promote Dolly’s first Netflix series, we created the world’s first tear-sensing tissue box, started a Jolene cover song challenge, and built a robot Dolly Parton.
Roles: Client (Campaign Lead), Concepts (Dollybot, #JoleneChallenge), Writer (Cry In Style Video).
Results: #JoleneChallenge trended in the US, Cry In Style outperformed trailer, helped Dolly Parton live forever in messenger bot form.
Cry In Style
This is a real device to help you Cry In Style along to the most emotional episodes of Dolly Parton’s Heartstrings. This demo was her most viewed video ever at the time. We shipped 10 of these techy tissue boxes to some of the biggest country music and drag influencers.
#JoleneChallenge
Now Dolly’s most viewed video is the #JoleneChallenge recap. After kicking it off on Tiktok and garnering national press, we received over 4,500 submissions.
Dollybot
Meet the only Dolly that’s 100% more fake than the real thing. Chatting this messenger bot with 💓+ (any emoji combo) revealed hidden Heartstrings content. I personally directed Dolly in this content and wrote the scripts along with Patrick Wells.
Agency Partners: Deep Local (Cry In Style Box), Cowboy Video (Cry In Style Video), Co-Writer/Conceptor: Patrick Wells, Dollybot Code: Imperson, Dollybot Design: MadeByRadio
Netflix Partners: Jennie Wilkes & Taylor Newby
ETCETERA, ETCETERA
In addition to campaign oversight, as the resident copywriter, I’ve helped other teams retitle shows and write taglines when they’ve been stuck or in a pinch.
After endless rounds with agencies, I cracked the tagline for Trinkets in an afternoon. Kiwi Smith personally thanked me. The show was also picked up for a 2nd season.
I retitled Dolly Parton’s Heartstrings (originally called Dolly Parton Theater), named the sequel to Green Eggs & Ham - “The Second Helping” and helped rewrite endless emails to show-runners and talent. I also write birthday cards and best-man speeches.