Client
NBCUniversal | E! Entertainment
Properties
Programming
Keeping Up With the Kardashians
House of Villains
Relatively Famous: RanchRules
Welcome Home Nikki Glazer
Trippin’ with Anthony Anderson
Nikki Bella Says I Do
Sex & the City
Movies We Love
Live From E! Award Show Coverage
Social Initiatives PRIDE Campaign
NBC / E! NETWORK
2021 - presentAs the organic social Creative Content Lead for NBC’s E! Entertainment network, I maintain virtual ownership of the network’s online presence across platforms.
This requires an innate understanding of popular culture and online conversations in order to identify show moments predicted to trend, as well as to capitalize on viral social moments in real-time using network talent and content.
I direct the end-to-end creative development process for all social efforts from conception, to production, to final approvals.
ProgrammingWhen I was hired at SJR, the long running series Keeping Up With the Kardashians was in its final season at E!. I worked alongside the Creative Director to concept and art-direct content that supplemented the programming while playfully capitalizing on viral moments from the final episodes.
The networks latest hit, House of Villains features a number of infamous reality “bad guys” (Omarosa, anyone?) all living under one roof and competing for a cash prize.
I led strategy and creative direction for the premiere campaign, utilizing an established style guide provided by the client.
Relatively Famous: Ranch Rules put a group of celebrity off-spring under one roof to test their aptitude for manual labor - to disastrous and hilarious results. We leveraged their famous parents (Shaquille O’Neil, David Hasselhoff, Billy-Bob Thornton, Martin Lawrence) as well as their individual online influence in a playful social campaign
One of the most fun parts of job often involved spoofing or parodying our daily interactions with tech. For last spring’s Welcome Home Nikki Glaser I created a hypothetical dating profile. Below you will find the fictitious BeReal accounts of the cast of from 10 Things I Hate About You, as well as the Twilight characters most used emojis.
My job creating content often entailed writing social scripts for talent participation. Above, Anthony Anderson and his Mother (the beloved Mama Doris) play a TikTok round of “My Beige Flags are…” to promote Trippin’ with Anthony Davis and Nicole Garcia engages in a valentine’s themed game of 20 questions with her new husband ahead of their wedding special Nikki Bella Says I Do.
The network also airs acquired programming like Sex & The City.
Any millennial content creator’s dream: to be tasked with Carrie-centric content for the new era.
I leveraged the nostalgia and beloved fashion moments of the show to link iconic lines to modern conversations (the return of Aiden) and popular culture (Carrie’s looks as Taylor Swift eras - one of my personal favorites!)
Movies We Love
The Network’s acquired programming will always have a special place in my heart. There are few opportunities in to execute promotional materials for long-released cult classics. These assets celebrate movies that defined a generation of Fandom.
People love to love - and love to hate the Twilight Saga, and as such, our social strategy would be remiss not to consider the the ironic viewer. I decontextualized dramatic moments with funny meme copy and replaced tense dialog with an amateur ASMR track. These efforts resulted in viral content that garnered millions of impressions.
For the earnest viewer, we created a seamless image carousel featuring romantic lines from each movie -
Ever wonder what each character’s most used emojis would be? Me too.
and we mustn’t forget the memes… the endless endless memes
Whenever possible, I made it a point to connect the Movies We Love (some more than 25 years old) to modern lifestyle content.
Imagine! The cast of Ocean’s 11 SPOTTED! in Vegas and making a splash on online gossip sites…
On E!’s page, you can read Kat’s infamous poem assignment from
10 Things I Hate About You, check out the senior quotes from Padua High’s yearbook, or check out the cast’s fictitious BeReal accounts.
My goal for the Movies We Love is to center the fandoms and celebrate what they love about each title. It is an incredibly fun and rewarding precess. If I can poke fun at the price of avocado toast in the meantime? that’s just a bonus.
LIVE from E!A major part of my role involved creating content in real time to compliment E!’s red carpet coverage Live From E! During the events, I worked in tandem with teams collecting content on the scene to quickly capitalize on trending soundbites or important looks from the night. It was fast paced, high pressure, and often resulted in our most viral content on the channel.
Events I worked include the MET Gala, the Oscars, the Emmy’s, the Grammys, the Golden Globes, the Billboard Music Awards, the SAG Awards, and E!’s very own the People’s Choice Awards
Social Innititives See below the June 2021 Pride Campaign celebrating television icons like E!’s Red Carpet Host Laverne Cox, among others. My focus was celebration and education.
