Produced a 4-episode video series, Your Fortune Awaits, featuring music artists Common, Jhené Aiko and more.
Our creative objective was to inspire fans with the narrative of each artist's journey to the top, and the bold moves each had to take to get there. Indirectly, and organically, we showcased sponsor Miller Fortune as the beer that calls consumers to take a chance and just go for it. Because in the end, Fortune favors the bold.
Blue Moon Beer sought to create a deeper connection with Millennials through their target audience's biggest passion point--music.
In response, I created a content and experiential program, 'The Craftsmen,' which featured a docu-style video series that celebrated some of the most unique artists in pop-culture. The program provided behind-the-scenes access to emerging bands, shedding light on their creative process and rare twist behind their craft.
Produced MTV's 1st 'Gaze-Interactive' Virtual Reality series around the network's highest-rated scripted show ‘Teen Wolf.’ In each interactive VR experience, the moments and pace of the story were directed by a viewers ‘gaze’ and movements. Led 11 creatives in the flawless production of these VR stories for Samsung Oculus VR Headsets, as well as, the creation of 40 social promotional content pieces including 6x 360° teaser videos, Facebook Sponsored posts, YouTube Video ads, and more.
Coors Light was looking to refresh the way they communicated with their consumers. Uncovering the target audience's passion for music, we developed the high-profile, star-studded Coors Light music platform, #CLAxis, which served fans with new music, intimate videos and performance experiences from hip-hop artists Big Sean and Curren$y.
The Search for the Coldest music competition was an eight-city hip-hop tour to find the “Coldest MC” in the nation. Producing this multi-year music platform, I worked across labels, top-tier hip-hop and entertainment publishers to identify and book talent, develop content and events across multiple platforms.
Hair has played a pretty major role in the expression of musical artists and the evolution of pop music since its inception. Garnier Fructis tasked my team with creating a platform that explored hair and style at the intersection of music.
After evaluating over 19 music partners, we chose to team up with VICE’s music channel, Noisey, to create ‘Style Stage’--a comprehensive experiential program that tripled as a content house for social media and a vehicle for influencer and stylistic musicans.
Hosted on YouTube and Noisey.com, The ‘Style Stage’ platform featured a groundbreaking documentary, a music video series, daily editorial, and some amazing new video franchises. We also held a college tour in search for a duo to be the host of our Headhunter video series.
Coca-Cola charged MTV with creating a culturally resonate social campaign that rallied Gen-Xers to come together and share a Coke.
In response, I created a massive Ship of the Year campaign, asking fans to socially vote for their favorite relationSHIP between two fictional characters from a show, movie, or even in music. We recruited 6 YouTube influencers to lead each 'Ship' and encourage fans to socially vote and spread the word.
Highly successful, the campaign generated 28 Million fan votes, 150 Million social impressions, and 111% viral lift in earned media value.
Created a content series around Clean & Clear’s “be your authentic self” message for the 2015 MTV Video Music Awards.
Partnered with Berry Gordy Jr's daughter and YouTube star, Mahogany Lox, to be C&C's influencer correspondent given her organic fit with the brand. Adding some celebrity-star power, we paired Mahogany with Rita Ora, Serayah, Todrick Hall and Nessa in a special VMA brunch, where they had an on-air coaching session on how to stay confident and authentic, even in the midst of fame.
Complemented this celebrity brunch with a co-branded commercial and social content uniquely tailored to five different social platforms.
Content Production // Digital & Social Strategy // Measurement & Optimization
Cover Girl sought to be 'Always On' with MTV, reaching music fans during the biggest cultural moments and events of the year--Grammys, Super Bowl, Fashion Week, etc.
Building off Cover Girl's existing artist relationships (Katy Perry, Zendaya, Becky G, etc) we developed these multi-platform marketing campaigns for Cover Girl to surround and reach music fans in real-time.
The Cover Girl/#covermoment program was a success, delivering 128 total pieces of original content across 6 platforms. Of 86M+ impressions, 74M+ were social, highlighting #covermoment’s foray into emerging spaces. 310k+ fan engagements proved CG’s success with fans.
Produced an original, tweet-based, digital improv series for Comedy Central, the "CC: Social Scene." In this six-episode weekly series, comics performed skits based on suggestions submitted via Twitter.
>> Director: Rich Talarico
For the 2017 MTV Movie & TV Awards, we showed fans the meaning of real love and how rare it is to find, both within movies/television and in life, bringing awareness to Diamond Producer Association's “Real is Rare” campaign.
At the heart of the project was social influencer couple Gabe & Jess Conte, who together, served as DPA’s official MTV Movie & TV Awards Correspondents.
These real-life lovebirds covered the show through the lens of love, leading up to and the night of, seamlessly integrating DPA every step of the way.
Created a co-marketing partnership around the 2016 MTV Video Music Awards with Truth, the largest non-profit dedicated to eradicating smoking, in which I led a team of creatives in developing and producing multi-platform content that made teens aware of the negatives of smoking, including the impact it has on their cash flow, giving them less resources to kick it with their squad.
Worked directly with Holland Roden, Teen Wolf star and non-smoking proponent, to appear in 30+ pieces of on-air, digital and social content and champion truth’s #squadless message across her channels.
Digital & Social Strategy // Project Management // Data Analysis & Optimization [2017]
Partnered with Stockholm-based Happy Plugs and MTV Sweden to create a global marketing campaign promoting special edition MTV Happy Plugs earphones. The result was a multiplatform campaign inclusive of on-air, digital, social, CRM media, tailored to each regional market.
Creative Producer for Stand Alone Productions (Molly Asher). Fully managed film budgets, hired crew, oversaw casting, booked equipment, locked locations, managed live sets and post-production. Film works include:
- Faith, Love & Whiskey, 2012 feature by K. Nikolova; 2012. Kodak Vision Award for Best Cinematography, Slamdance Film Festival Selection
- And Winter Slow, 2012 short film by B. Lannin
- Little Ones, 2011 short film by M. Parees
Shot by Nana Bediako