C B S + T H E G R A M M Y s
C R E A T I V E D I R E C T O R
C A S H M E R E A G E N C Y
B R A N D S O C I A L H A N D L E S
C R E A T I V E P L A T F O R M: T H E A F T E R P A R T Y
On a network as storied as Walter Cronkite, striking a tonal and generational balance informed every piece of content we created for Instagram, Twitter, and Facebook. From the pitch through multiple extended contracts, I led the team across daily production and special events like the Grammys. The latter frequently included quick turnaround times, raw footage, and inter-agency collaboration, while the former necessitated extensive IP knowledge across the network’s catalog.
BRAND DEVELOPMENT, SOCIAL VOICE & TONE GUIDE, LOOK & FEEL, DAILY CONTENT IDEATION & POST COPY, CROSS-PLATFORM ASSET CREATION, VIDEO, STATIC, & ANIMATION, EVENT-BASED IDEATION & EDITS
D E L I V E R A B L E S
R E S U L T S
+10.4% IN TOTAL SOCIAL FOLLOWING
+207% ENGAGEMENTS VS. AVERAGE
B R A N D D E V E L O P M E N T
V O I C E & T O N E
THE VOICE? COOL BIG SISTER. THE VIBES? IMMACULATE. THE CONTENT? LIVES FOR IT. SHE’S EXTREMELY ONLINE WITH AN AUTHENTIC-ENOUGH VOICE THAT EVERYONE FROM GEN X TO MILLENNIALS TO THOSE LITTLE NIHILISTS GEN Z WILL LIKE HER. AND SINCE WE MADE HER UP, SHE CAN EMBODY EVERYTHING CBS WANTS TO SAY: ALL THE BEST OF OUR TALENT ROSTER ROLLED INTO A VOICE THAT EVOLVES RIGHT ALONGSIDE OUR AUDIENCE.
SMART BUT NOT SELF-SERIOUS, WRY BUT GENUINE, FUN AS HELL BUT DOWN-TO-EARTH, AT CORE SHE’S A RELATABLE FAN JUST LIKE OUR AUDIENCE—WITH A SPRINKLE OF THAT ASPIRATIONAL INSIDER KNOWLEDGE.
C O N T E N T P I L L A R S
H O L D I N G C O U R T
S T O R Y T E L L I N G
C O N N E C T I N G
E X P E R I M E N T I N G
CULTURE THAT DRIVES
CONVERSATION
NARRATIVE-DRIVEN
CONTENT
AUDIENCE INTERACTION
WITH HEART
BEYOND THE EXPECTED,
ALWAYS
T H E G R A M M Y s
T H E 6 4 T H G R A M M Y A W A R D S O N C B S
In tandem with our work on the brand handle, my team was brought on to help CBS to increase social chatter around the 63rd Annual GRAMMYs. The content we created produced a rise in social engagement, including re-shares and posts from artists like Justin Bieber, and got fans talking online about the storied (FKA stale) awards show.
D E L I V E R A B L E S
CONCEPTS & IDEATION, ANIMATED COUNTDOWNS, PERFORMER ANNOUNCES, TALENT PROMOS
R E S U L T S
+16.5% CONVERSATION, 784K+ VIDEO VIEWS
134K+ SOCIAL ENGAGEMENTS
+689% IN SOCIAL ENGAGEMENTS
C A M P A I G N I D E A T I O N
From OOH to Social, our initial concepts used flexible kerning alongside the similarly fungible tagline “This is what _______ Sounds Like.” Built to flex, we could incorporate genre, talent, location, emotion, or promotion depending on platform and/or context.
C O U N T D O W N C A R D S
H O S T P R O M O S
P E R F O R M E R A N N O U N C E S
To tease the performers, we created old-school CD cases featuring visual easter eggs for fans to speculate on a day before each lineup announcement. And oh, did they speculate. Someone even discovered that you could see through our first round of “marker” blackouts…hilarity (and lessons) ensued.
E V E N T P R O M O
A D E L E “ O N E N I G H T O N L Y ”
When Adele performed at the Hollywood Bowl for her famous friends, we were tasked to go hard on teasing out the performance with a tight deadline and limited footage. So we created edits for every aspect of the special programming, from the Oprah interview to UGC assisted IG Stories.
I N T E R V I E W P R O M O
We covered the biggest programming beats for the network with fast turnaround edits and promotional teases.
K E Y P R O G R A M M I N G
A F C C H A M P I O N S H I P
K E N N E D Y C E N T E R H O N O R S
Creative Director: Meredith Ridings
Art Director: Priscilla Karamzadeh
Art Director (GRAMMYs): Matt Goldberg
Copywriter: Annette Grupido
Designer: Mitzi Dominguez
Motion Graphics: Garret Hernandez
Editor: George Streicher
Account Manager: Simran Verma
Group Creative Director: Juliette Geraghty
C R E A T I V E T E A M