As Associate Creative Director at Dentsu Creative, I oversaw all of Apple TV+’s owned digital content, led brand campaigns, and managed a multidisciplinary creative team.
Leveraging only our owned channels (TikTok, X, YouTube, Instagram, LinkedIn and Facebook), we made headlines, won a One Show Silver Pencil for Best Single Social Post (“Silo” in a tweet) and got shortlisted for the Clios.
Always-On Social Posts:
Sad Mark S Viral Tweet:
At 9am on Monday, January 2, I kicked off 2024 with an image-only tweet that sent Severance fans into a tailspin. It garnered over 8.7M views and tons of press pickup.
Lumon’s Employee Appreciation LinkedIn Post:
Severance’s fictional corporation Lumon obviously needs a LinkedIn presence, so it was important to shout out their valued employees on Employee Appreciation Day.
X Posts and Shortform Videos:
The multi-generational checklist:
During the holidays, it can be hard to agree on what to watch as a family, so I created a series of Instagram stories recommending various ATV+ titles that check multiple hyper-specific boxes
Longform Videos:
“Women Are Perfect”:
Every brand wants to acknowledge International Women’s Day, but amid a sea of pandering and platitudes, how does your brand’s offering feel unique and authentic?
With a bold statement, like “women are perfect.”
“Every Moment Before the Monster” Supercut:
Monarch: Legacy of Monsters is a hugely tense, Godzilla-stomp-cities series, but to me, a monster’s entrance is only as good as that ultra-tense moment just before. (There’s a reason why we all remember the Jurassic Park Jell-o tremble.)
That’s why I pitched this high-suspense montage of every single moment in Monarch immediately before a monster rears its ugly head.
“The future is vast. Take up Space.”
Apple TV+ boasts a sizable catalogue of sci-fi shows and films featuring Black talent, so in homage to the rich history of Black sci-fi, I pitched and created this multi-title edit for Black History Month 2023:
The Innie Remix:
I found an insight on YouTube that people listened to the Severance theme during the workday, which is so freaky that I had to give them the full experience. This is “The Innie Mix,” an eight-hour continuous theme song loop so you can spend the entire workday in blissful horror:
Outside for Innies:
Apple TV+ wanted to acknowledge Earth Day, but it fell on a Monday. But fear not, dutiful employees. You can experience all of the planet’s wonders from Apple TV+’s show Earthsounds from the non-comfort of Lumon’s meditation room.: