Animated Series

I led campaigns for some of Netflix’s most-watched animated series and licensed TV specials, including: MAYA & THE THREE, THE CUPHEAD SHOW, GREEN EGGS & HAM, ROCKO’S MODERN LIFE: STATIC CLING, INVADER ZIM: ENTER THE FLORPIS.

MAYA & THE THREE - “IF IT IS TO BE, IT IS UP TO ME.” (EMMY WINNER)

This limited animated series by Book of Life director Jorge R. Gutierrez was pitched to us as Mesoamerican Lord Of The Rings. So much bigger and more epic than a regular animated series, we decided to position it as an “animated event”, which helped gain the attention of film press as well as traditional series press. Prioritized by the US & LATAM, I made sure all of our assets were bilingual and collaborated closely with the LATAM teams to create custom assets for their markets.

My campaign earned the inaugural Children’s & Family Emmy for “Outstanding Promotional Announcement” (only presented in ‘22 & ‘23) and made the show the most awarded of the night with wins for Best Writing & Best Sound Mixing.

Roles: Client (Campaign Lead), Writer (),

Results: #1 Animated Series of 2021, 3 Emmy Wins (1 for Promotion)

“WARRIOR PRINCESS” TEASER TRAILER

Our epic teaser trailer broke viewing records for animated series, with the most views that year. We centered the story on our warrior princess’ condundrum and struggle with fate without spoiling much plot or revealing our main villain.

“IF IT IS TO BE” TRAILER

We expanded on the story, introduced “The Three” and our main villain. I commissioned a custom song performed by Kali Uchis and written by Grammy-Winners Gustavo Santaolalla & Paul Williams to score the piece. Jorge and I briefed them on the song and collaborated on the lyrics, and then Jorge used it in the final credits of the series. We leaned into the themes of fate and made one of the best lines in the series our hook, “If it is to be, it is up to me.”

MUSIC & LYRIC VIDEOS

Week of launch, we dropped a custom music video starring Kali Uchis, which puts her into the series as the goddess of music, as well as a lyric video for kids to sing along to.

EVENT

Mexico

INFLUENCER EXQUISITE CORPSE

We partnered with highly followed animators around the world to create their own interpretation of Maya in an exquisite corpse - where one animator picks up where another leaves off.

TWITTER STUNTS

SHOT BY SHOT GIFS & DISNEY PRINCESS TROLLING For our teaser, we tweeted gifs all of the epic visual parallels from Netflix library titles (from Street Fighter to Akira).

CHARACTER TRADING CARDS

We created custom animated trading cards of all our main characters, gods & goddesses, then gave away real packs of the cards at events and activations

Agency Partners: AV Squad (AV), Art & OOH (Bond), Katia Tempkin (Music & Lyric Video), MadeByRadio (Exquisite Corpse), mOcean (Tweets, Trading Cards, Title Page Social)

THE CUPHEAD SHOW - “LET’S DOUBLE DOWN!”

The rubber-hose style indie game was begging to be turned into an animated series and Netflix came through. I was tasked with launching it on a very limited budget. Rather than a traditional campaign, we gamified the launch and doubled down our biggest fans, harnessing their passion to drive online buzz for the show.

Roles: Client (Campaign Lead), Conceptor/Writer (Cuphead Countdown, Wayne Brady Reveal Teaser)

Results: #1 Animated Netflix Series of 2022, Renewed for 2 Seasons, GEMA Award for Best Trailer, FWA Site of The Day

TRAILER

To introduce our story, we packed every visual easter egg and reference from the game into this as we could, which had fans sharing and screenshooting with all their friends. It ended up being the MOST VIEWD TRAILER OF THE YEAR (10MM on YT alone), with zero boosting.

CUPHEAD COUNTDOWN

Knowing what an Internet darling the game was, we gamified the week of launch of the show with an interactive social hub. Every day, for eight days, we’d drop new challenges, like comment on the trailer, share the trailer with a friend, watch the first episode, etc. and reward fans with exclusive gifs, stills from the series, and real swag for a lucky few.

The activation centered on you helping Cuphead & Mugman free all the souls the devil had captured. The freed souls counter counted down as more people interacted with the site. Fans went nuts and the site got so much traffic it crashed twice and made the official wiki, which still has all the reveals and digital prizes we gave away if you care to explore.

KING DICE VOICE REVEAL

For Geeked Week the year of launch, we revealed the voice of King Dice - Wayne Brady with an exclusive clip of the character’s reveal. It was the most viewed of the day, #3 of the week.

Agency Partners: Netflix Creative Studio (AV), ThinkingBox / Heyyo (Cuphead Countdown)

Green Eggs & HAM - "TRY SOMETHING NEW"

The challenge of turning a 50 word book into a 13 episode animated series was almost as daunting as marketing it. How do you make sure kids know it’s not a show for babies? How do you get adults to invest in a series like they would an animated feature film? Our answer: Try Something New.

Roles: Client (Campaign Lead), Writer (Turkey Pardon/Sam’s Table/Parody Art), Logo Designer

Results: #1 Animated Netflix Series, #2 Kids & Family Series of 2019, Green-lit for Season 2, Turkey Pardon video outperformed actual White House Turkey Pardon.

Trailer

The perfect ham and egg combo of nostalgia and jokes for parents.

Pardon My Turkey

After launch, we capitalized on the Thanksgiving viewing window. This was the #1 trending video for #TurkeyPardon on Twitter the day of the White House Turkey Pardon.

Parody Art & OOH

We elevated the show’s tone (more than a preschool book) and cemented its Netflix home with parody art that was praised by GLAAD and trended on Stranger Things Day.

Macy’s Day Balloon

For Netflix’s 2nd debut at the parade, I oversaw the design of the Ham-mobile and personally wrote dialogue for The Today Show hosts to read.

YourHamFace.com

We created a tool to Seussify fans, press, Ellen and Netflix talent from Eleven to Sabrina, combining facial recognition with hand-drawn assets for ham faces in real time.

Sam’s Table

We targeted foodies and parents with this parody of Chef’s Table on Food Network and Bon Appétit. We even created gourmet recipes for all the dishes on Pinterest.

Kid’s Try Green Eggs & Ham

We created a veritable U.N. of trying green ham and eggs with country-specific recipes and brave kids from all around the world.

Agency Partners: Tonic DNA (animation), mOcean (AV), BLT (Art), MadeByRadio (Illustration), Mustache (Social)

Netflix Partners: Jennie Wilkes, Abby Ho, Cherif Gueye

A DATE WITH NICKTOONS - "GET SCRAPPY"

I was such a fan of Rocko’s Modern Life and Invader Zim growing up that when I discovered the TV specials were coming to Netflix with virtually no marketing budget, I personally edited these date announces. They were the most viewed videos ever on NXonNetflix and Netflix Family, which helped prioritize both titles for a bigger push.

Role: Editor Results: #1 Video on Netflix Family (Rocko), #1 Video on NXonNetflix (Zim)