Campaigns
Crafting marketing campaigns that begin with strategy, not assumptions. Every idea is built to answer the brief, align with business goals, and connect with audiences on their terms.
Vote For Your Life Election Campaign
For Vote For Your Life, MTV Entertainment's 2020 pro-democracy campaign we designed the campaign to engage a new generation of voters for a new age of elections. Spanning on-air, digital, social, and partnership initiatives across MTV and Paramount brands, the campaign transformed civic participation into a cultural conversation, using bold creative, talent, and storytelling to inspire audiences to make their voices heard.
South Park 25th Anniversary
The Challenge
How do you celebrate one of television's most iconic comedies when you have almost no footage to work with and two famously discerning creators who rarely say yes? With new episodes delivered just days before air, traditional marketing wasn't an option. The campaign needed to honor 25 years of South Park while creating an event that felt worthy of the milestone.
The Approach
Instead of relying on clips from the show, we built the campaign around its music. We pitched a choir performing South Park's most beloved songs, transforming irreverent comedy into an unexpectedly epic celebration. Matt Stone and Trey Parker embraced the idea, which ultimately inspired them to create a one-night-only anniversary concert at Red Rocks, turning the campaign into a cultural event that extended far beyond television.
The Result
The anniversary campaign generated widespread buzz, earned multiple Clio and GEMA Awards, and helped deliver a 20% ratings increase over the previous season.
Dexter Resurrection
#AloneTogether Campaign
For #AloneTogether, MTV Entertainment and Paramount's award-winning COVID-19 awareness campaign we were first-in-market to encourage audiences to stay connected while staying apart. Through talent, storytelling, and culturally relevant creative across television, digital, and social platforms, the campaign delivered timely public health messaging with empathy, optimism, and a sense of shared responsibility during an unprecedented moment.
The Challenge
How do you bring back a character audiences watched die? Following the finale of Dexter: New Blood and the release of prequel series Dexter: Original Sin (where Michael C. Hall appeared only as Dexter's inner voice) the biggest challenge was making it immediately clear that this was the return of the real Dexter Morgan, while turning his resurrection into television's biggest question mark.
The Approach
Rather than explaining how Dexter survived, we sold the excitement that he had. Every element of the campaign reinforced one simple idea: Michael C. Hall is back as Dexter. By leaning into the mystery instead of answering it, we created anticipation while eliminating confusion about which Dexter audiences were watching.
The Result
The campaign reignited one of television's most iconic franchises, driving widespread conversation around Dexter's return and helping Dexter: Resurrection become the most-streamed series in Showtime history.
MobLand
The Challenge
Originally conceived as a Ray Donovan spin-off, MobLand risked being perceived as another niche crime drama at a time when Paramount+ was already home to the hugely successful Taylor Sheridan universe. The challenge was to redefine what audiences believed the show could be and broaden its appeal far beyond traditional crime fans.
The Approach
Rather than centering the campaign on a lone antihero, we repositioned MobLand as an epic family power struggle. Every creative decision was designed to widen the audience: emphasizing the complex Harrigan family dynamics, leaning into cinematic storytelling, and using instantly recognizable music—Thank you, The Rolling Stones—to give the campaign scale, energy, and cultural familiarity. From editorial choices to messaging, the goal was to make the series feel like a must-watch prestige event, not just another gangster story.
The Result
The strategy helped transform MobLand into a broad audience event, delivering the biggest global series launch in Paramount+ history and proving that thoughtful positioning can expand the audience for even the most genre-specific properties.
MTV Video Music Awards
The Challenge
Every year, the VMAs compete for attention in one of the most crowded entertainment landscapes on the calendar. The challenge is capturing the feeling that everything might happen and reminding audiences why the VMAs remain one of pop culture's most unpredictable live events.
The Approach
We built the campaign around unpredictability, embracing the spirit of the show in every creative decision. From announcing award categories by literally shaving artists' names into fans' hair to a bold, kinetic visual identity, every touchpoint was designed to feel surprising, impossible to ignore, and unmistakably VMA. Rather than telling audiences the show would be unpredictable, the campaign proved it.
The Result
The campaign helped deliver the most-streamed award show in history while earning multiple industry awards, demonstrating that the best way to market the VMAs is to embody the chaos, creativity, and cultural conversation that have always defined them.