Projects
Discovery Channel's Shark Week
Co-led development and execution of marketing strategy for Discovery Channel's 2024 Shark Week, the network's biggest event and most valuable programming block of the year.
This comprehensive cross-functional initiative began with analyzing 10,000 data points from 2,000 participants to precisely define our target audience segment. The campaign seamlessly integrated sophisticated cross-channel on-air promotions, an engaging social media strategy that drove significant fan participation, strategic in-program graphics across Warner Bros. Discovery's network portfolio, immersive live event experiences, and numerous additional elements.
The campaign delivered exceptional results, achieving a 10% year-over-year ratings increase and positioning Discovery Channel as the #1 prime time cable network, with a total reach of 25M viewers.
MotorTrend FAST TV
Spearheaded the marketing strategy for MotorTrend FAST TV's launch, a pivotal 2023 company initiative designed to counterbalance revenue losses from stagnating SVOD subscriptions and declining linear cable business.
The comprehensive launch strategy encompassed developing a compelling value proposition, crafting a distinctive brand identity, defining precise audience profiles, curating content and designing engaging programming blocks, implementing a strategic communications plan, building effective growth marketing approaches, establishing social media presence with robust fan engagement strategies, constructing the dedicated website, and producing over 200 premium creative assets.
This strategic initiative delivered impressive results within its first two years, building an audience of more than 173 Monthly Active Users and securing distribution across 15 major platforms including The Roku Channel, Pluto TV, Tubi, Samsung TV Plus, Vizio WatchFree+, Google TV, Plex, Xumo Play, and additional streaming services.
24 Hours of Le Mans
Developed a comprehensive cross-functional marketing strategy for MotorTrend's campaign celebrating the 100th anniversary of 24 Hours of Le Mans, the world's oldest sports car endurance race and MotorTrend's premier annual LIVE event. As one of motorsport's prestigious Triple Crown events alongside the Indianapolis 500 and Monaco Grand Prix, this milestone celebration required innovative approaches to maximize business impact.
To address the persistent challenge of subscription churn associated with one-off live events, I partnered with MotorTrend's Product team to implement a strategic 11-day suspension of Free Trial offers across all MotorTrend campaigns. This tactical approach began 9 days before the race and continued throughout the event, effectively preventing viewers from utilizing the standard 7-day Free Trial to watch Le Mans without converting to paid subscriptions.
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This strategic initiative delivered exceptional results:
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Secured 39,300 new paid subscriptions to MotorTrend's SVOD service, representing 4x growth year-over-year.
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Drove MotorTrend app installation spike of 23,000, representing 10x growth year-over-year.
BYUtv Network Rebrand
Led the comprehensive production and management of BYUtv's network rebranding campaign, designed to transform consumer perception from "a student-run network with wall-to-wall religious programming" to "the family-entertainment brand that kids want, parents trust and which families enjoy together."
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This multifaceted campaign encompassed the development of a distinctive channel logo, compelling brand tagline, and unique brand identity packages for five programming blocks. As production and campaign management lead, I oversaw a $3M+ production budget, constructed and managed a detailed production calendar to ensure milestone achievement, served as the primary point of contact for all client communications, and directed an internal creative team.
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The rebranding initiative delivered significant results, securing BYUtv carriage on major platforms including Dish Network, DirecTV, and 152 regional cable networks, expanding its reach to more than 54M households.
To learn more about BYUtv
Monday Night Football Introduction
To celebrate the NFL's Monday Night Football's 40th anniversary, Ignition Creative forged a partnership with acclaimed director/producer Peter Berg, ESPN, and GMC to create an innovative launch campaign and introduction piece for the 2013 season.
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As the campaign's Producer, I led a talented team of 12 editors and designers through the creative process, seamlessly blending dynamic motion graphics with historic archived footage to showcase the most memorable moments from Monday Night Football's four-decade legacy. The piece aired before kickoff each Monday night throughout the 2013 NFL season, captivating hundreds of millions of football fans worldwide.
To watch the piece
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ESPN/Pixels/NBA Finals Campaign
The ESPN/Pixels/NBA Finals campaign represented a groundbreaking creative partnership between ESPN, Sony Pictures, and Ignition Creative, delivering an innovative promotional crossover between professional basketball and classic arcade gaming. For the 2015 NBA Finals, this custom TV spot campaign showcased NBA All-Star Anthony Davis taking on iconic video game characters from Sony’s “Pixels” including CGI recreations of Donkey Kong, Centipede, and Pac-Man to promote the films release.
As the project’s Producer, I directed a team of 6 designers through the process of merging two distinct entertainment worlds—the athletic prowess of NBA basketball and the nostalgic appeal of classic arcade games. By placing Anthony Davis in digital battles against beloved gaming icons, we created visually stunning content that captivated both sports fans and gaming enthusiasts alike during basketball's most prestigious event. The creative leveraged the natural competitive elements shared between professional sports and gaming, establishing a perfect thematic connection between the NBA Finals and the "Pixels" film premise.
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To view the campaign
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Mecum Auctions on MotorTrend
I led comprehensive campaign strategy and partnership marketing initiatives for the 3-year collaboration between MotorTrend and Mecum Auctions. Orchestrated the successful execution of 36 live auction events, totaling 300+ hours of premium live content across multiple platforms.
My responsibilities included directing all marketing executions and strategic partnership efforts, establishing a cohesive brand presence across both digital and broadcast channels. I spearheaded the development of custom creative assets tailored for each unique live event, ensuring consistent brand messaging while highlighting distinctive event features.
I collaborated closely with broadcast production teams to deliver seamless live coverage on MotorTrend TV and a flawless streaming experience via MotorTrend.com. Maintained exceptional client relationships with Mecum partners through proactive communication, anticipating needs, and consistently exceeding service expectations
I ensured operational excellence across all facets of partnership, from pre-production planning to post-event analysis, contributing significant viewer engagement growth and expanded audience reach throughout the partnership tenure.
To learn more about Mecum Auctions
