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Experiential Marketing · 2017
Black Mirror S4
An experiential social club where the campaign is the story.
Six examples of creative leadership across social, marketing, branding, entertainment, product innovation, and emerging technology. Open any project for the full story.
A brand, creative, and operations executive with 15+ years building global teams and systems for media, entertainment, and technology companies — formerly at Netflix, Yahoo, and BrightRoll.
Along the way I’ve scaled teams from three to a hundred, shipped work across 190 markets, and led $100M+ P&Ls.
I help companies turn creative ambition into operating systems — building the teams, workflows, and production engines that improve speed, efficiency, quality, and business impact.
Social at the speed of culture. Building a model to create and publish content in less than 48 hours.
Traditional launch campaigns created intense but temporary bursts of attention. Netflix titles needed an always-on social presence that could remain culturally relevant between major release moments and across diverse EMEA markets.
Social creative cannot operate at the pace of traditional campaign production. It must stay close to culture, understand the language of each platform, and respond while a conversation is still alive.
Built Netflix EMEA’s first regional social writers room: a multidisciplinary network of writers, producers, editors, and local creative partners developing repeatable formats, reactive ideas, and social-first content across markets.
Created the operating and creative model, secured leadership alignment, staffed the team, established the briefing and production process, and set the quality bar for what shipped.
Reduced concept-to-publish timelines to less than 48 hours and enabled the production of more than 100 pieces of social content each month, including repeatable formats that could travel across regional channels.
An experiential social club where the campaign is the story.
Launch Black Mirror in Europe, with a focus on Italy, through an idea that could embody the show’s uneasy relationship with technology, status, and human behavior — not merely explain its themes.
The most effective expression of Black Mirror would not describe the dystopia from a distance. It would make people participate in it — and feel how plausible it really is.
The Black Future Social Club was a functioning Milan restaurant where online influence became currency. Entry required a minimum of 1,000 Instagram followers, and a “social market” outside let guests complete tasks to earn the followers they needed to get in — turning a familiar social behavior into a live demonstration of the show’s worldview.
Acted as executive producer and creative consultant to the producer on my team leading the activation — providing creative guidance and connecting the project to the broader Black Mirror title and franchise, while the producer partnered directly with the local marketing team and agency to bring it to life.
The activation began trending across Europe within two hours and earned more than ten international awards, including two Cannes Lions Silver awards.
When a craft detail becomes conversation.
Stranger Things 4 was one of Netflix’s largest global launches. The challenge was not simply making the story available everywhere, but preserving its tone, specificity, and emotional texture across languages and accessibility experiences — while deepening fandom for the franchise.
Audiences often build culture around the smallest details: a line, sound, image, or phrase that feels discovered rather than deliberately marketed. When the people behind a show visibly care about those same details, it deepens the audience’s connection to the work.
The show’s dark, immersive sound design translated into unusually expressive audio-description captions — giving viewers a new language for talking about its sound and atmosphere. As fans organically shared and built conversation around the phrasing, Netflix recognized and amplified the moment rather than forcing it into a conventional campaign.
Brought in to evolve the localization group from an operational function into a creative one. Led global creative production across the organization: the translators, the show’s localization strategy, and the standards and systems supporting captioning and localized creative at scale — helping protect the quality and creative specificity that let the work resonate across markets.
The captions inspired widespread fan conversation, memes, and editorial coverage from outlets including Vulture and Yahoo — spawning a dedicated Reddit thread and thousands of social posts. A single fan post generated more than 522,000 likes.
Announcing a new mobile canvas for storytelling at Cannes Lions.
Brands were interested in the potential of 360-degree video and images, VR, and immersive media, but early experiences were expensive to produce, technically cumbersome, and difficult to distribute at meaningful scale.
New technology creates value only when people can access and use it. Immersive storytelling needed to become lighter, simpler, and native to the mobile behavior audiences already understood.
Tiles existed as a modular mobile format combining 360-degree video and images, interaction, and layered content in a lightweight narrative experience. The opportunity was to give it a brand, a clear creative story, and a market-ready expression — a flexible canvas advertisers could understand and adopt, moving audiences between watching, exploring, discovering, and shopping.
Branded the format and helped refine it, then packaged its go-to-market strategy and story for internal stakeholders and advertisers — partnering with Product, Engineering, Sales, and Marketing to shape the use cases, advertiser narrative, and launch materials that brought Tiles to market.
Launched the format at Cannes Lions and introduced advertisers to a more scalable way of building interactive and immersive mobile experiences across Yahoo’s audience and advertising ecosystem. In its first six months, the format generated over $400K in incremental revenue for brands including Netflix, Warner Bros., Starbucks, and JetBlue.
Using AI to turn a localization process that took days into minutes.
Adapting promotional video across languages required specialist tools and multiple technical handoffs. The process took days — sometimes weeks — slowing creative teams down and making it difficult to respond quickly to cultural moments and local market needs.
Creative teams should not require deep technical knowledge to make work travel. Technology should remove the production machinery while preserving the judgment required to maintain quality and intent.
Partnered with Marketing, Product, and Engineering to define an AI-assisted workflow that could translate and generate localized video outputs from a simple drag-and-drop. A creator drops in a video and localized captions generate near-instantly, turning a specialist, multi-step process into something intuitive for creative teams.
Defined the creative use cases, workflow requirements, quality thresholds, user experience, and adoption model — serving as the bridge between the teams using the tool and the Product and Engineering teams building it. Drew on deep familiarity with best-in-class third-party tools to shape an internal solution tailored to our own needs.
Reduced turnaround time by up to 90%, moving selected localization workflows from days to minutes while expanding the ability of creative teams to produce market-specific work quickly.
Building an artist brand from the ground up.
Build a distinctive independent music brand in a market where audiences encounter endless new artists but form meaningful connections with very few.
People do not only follow songs. They follow worlds, identities, artists, and emotional points of view that feel recognizable enough to return to — and accessible enough to enter.
Built Black Sands as a cinematic, cohesive creative world across music, visual identity, artwork, video, storytelling, and social. Each release offered another way into the brand, with individual songs playing specific roles for different audiences — including TikTok-native tracks built for memes, fun, and lightweight shareability.
Defined the brand positioning, emotional territory, visual system, creative direction, music and content strategy, release model, and audience experience — working hands-on from concept and production through launch.
Built an independent audience of more than 30,000 social followers, generating 6M+ streams and 17M+ social views. One release inspired more than 3,000 audience-created TikTok videos, while the broader body of work earned five independent music award nominations.
