T H E F I R S T L A D Y
C R E A T I V E D I R E C T O R
Providing a balance of creative direction and in-the weeds copywriting, I led the launch of Showtime’s prestige drama, The First Lady, on Instagram. Starring Gillian Anderson as Eleanor Roosevelt, Viola Davis as Michelle Obama, and Michelle Pfeiffer as Betty Ford, we launched the premiere season with a refined creative approach that matched the caliber of talent as well as the show’s rarified subject matter. From attending the premiere to facilitate real-time social coverage, to coming up with reactive concepts based on fan sentiment, we collaborated with the client across nearly 100 posts. (FTR, Betty was my favorite—she was everyone’s favorite.)
C R E A T I V E P L A T F O R M: R A I S E Y O U R V O I C E , L I K E A L A D Y
C A S H M E R E A G E N C Y
S O C I A L S H O W H A N D L E
VOICE & TONE, LOOK & FEEL, EPISODE GUIDE, CONCEPTS, POST COPY, PRODUCTION ASSETS: STATIC, VIDEO & ANIMATION
D E L I V E R A B L E S
R E S U L T S
33.6 MILLION IG IMPRESSIONS
423K IG ENGAGEMENTS
20.7K FOLLOWERS IN THE Ist MONTH
“I THINK I SPEAK FOR THE WHOLE TEAM WHEN I SAY EVERYTHING HAS LOOKED SO INCREDIBLE …PROBABLY MY FAVORITE I’VE WORKED ON AT SHOWTIME!”
- CLIENT
B R A N D P O S I T I O N I N G
V O I C E & T O N E
WE SPEAK HOW AMBITIOUS, SUCCESSFUL WOMEN ACTUALLY SOUND. LEAVING ROOM FOR ENIGMA BUT NEVER MAGNILOQUENCE, OUR GRAMMAR IS CUTTING BUT OUR HUMOR IS NOT; ONE CAN BE CUNNING WITHOUT CAUSING HARM.
DISTINCTION REQUIRES STRONG PREFERENCES: WORDS OVER EMOJIS, THE CHICAGO MANUAL OF STYLE OVER AP. WE’RE NOT MASTERS OF SPIN, BUT IN A FEW SHORT WORDS, WE SPIN NARRATIVES; NOT APHORISTIC, BUT MEMORABLE NEVERTHELESS.
LIKE THE LOYAL OFL CHIEFS OF STAFF, WE ORBIT THE FIRST LADY BUT WE HAVE OUR OWN POV. WE’RE FAMILIAR WITH THEIR PUBLIC ROLE, BUT WE’RE FLUENT IN WHO THEY REALLY WERE—EQUAL PARTS FALLIBLE, FASCINATING, AND POWERFUL. HUMAN, ABOVE ALL.
T H E C A M P A I G N T R A I L
Post Copy
Sitting for their official portrait may have
been the only expected thing they ever did.
Leading up to the premiere, we started building out the grid—and anticipation. By focusing on our big name talent we were able to also position the show’s unique POV, teasing the Creator’s vision to peel back the curtain on some of the White House’s most famous inhabitants.
D R I V I N G V I E W E R T U R N O U T
A pause before she approaches the podium.
#TheFirstLady premieres tonight.
Post Copy
E D I T O R I A L C O N T E N T
B T S : D I R E C T O R S U S A N N E B I E R
C O U N T D O W N S
I N O F F I C E
T H E P R E M I E R E
In order to ensure everything went smoothly at the Hollywood premiere, myself and an Art Director set up shop beside the client at the event itself to deliver timely IG Stories from the red carpet that captured the cast’s enthusiasm for the show.
IGS Feed Here
D R A W I N G P A R A L L E L S
To promote engagement as the season progressed, we leveraged social listening to highlight fan-favorite characters and episodic highlights via editorial videos, clips, thematic static carousels, and more. The through-line was what united the women—and ultimately, what united our audience with the characters.
Post Copy
Each woman said what needed to be said—
even when the world wasn’t ready to hear it.
C H A R A C T E R C A R D S
B T S : B E H I N D T H E C A M E R A T A L E N T
Creative Director: Meredith Ridings
Group Creative Director: Juliette Geraghty
Pitch ACD, Design: Clara Lee
Art Director: Sarah Koteles
Motion Graphics: Garret Hernandez
Editor: George Streicher
Strategist: Ashlyn Whittington
C R E A T I V E T E A M