Squid Game S2 - “Goodbye Squid Game”
How do you commemorate the series finale of Netflix’s most successful IP of all time?
With a farewell piece that can balance the bittersweet feeling of saying goodbye to an old friend.
That was the crux of our pitch to Netflix, based around the idea of relying on treated footage to create empty game spaces where the lights would shut off one by one.
I went through multiple iterations of concepting to land on this final piece, including writing VO monologues from the perspective of the series’ main villain, The Frontman, directly addressing the viewer.
Ultimately, we elected for a simple, elegant countdown style copy run that could emphasizing the in-universe scope of the games fans had fallen in love with over the years while still fitting the high-end brand of the series.
Netting over 5 million impressions in the first week, this piece made for a beautiful final note in a multi-year, multi-season campaign.
Andor S2 Trailer - “Revolution”
The return of an acclaimed sleeper-hit struggling to grab wider audiences
Landing this job was a tremendous opportunity - we knew how good the show was and that it was sure to win critical acclaim, but to make the most of it, we knew we had to find a way to address the shows relatively low viewership compared to similar Star Wars titles.
This piece was our winning answer. Leveraging the acclaim of the first season through reviews helped, but it was the idea of using a completely unexpected musical track that really set this piece apart and started conversations.
Sometimes the best way to show you understand a brand is to know when to break away from it. This piece doesn’t feel like just another star wars trailer, because Andor S2 is more than just another star wars show.
This piece successfully resurrected the hype around a struggling franchises most critically successful entry, with millions of impressions and much buzz around the creative choices and how they reflected the shows stand-out nature.
F1 TV Spot - “The Best”
🏆 CLIO AWARD-WINNER 🏆
A tentpole campaign with fierce competition
Creating this piece was a battle - literally. We stood up against 10 other agencies, submitting our work against 75 other spots and ultimately won Apple TV’s business with this piece.
Why? Because we poured over hours of footage in dozens of meetings to find the perfect moments - lines of dialogue, footage of the races, hero shots of Brad Pitt - everything we could find that would sell the film to audiences and more importantly, stand out from the crowd in the clients’ review sessions.
A snappy piece designed to let you feel the speed of the cars on display, we went through a variety of iterations before settling on quick, clean pedigree cards that echoed the prestige of AppleTV’s brand and that of the film.
Piece by Piece TV Spot - “Buzz”
🏆 CLIO AWARD-WINNER 🏆
A biopic unlike anything that’s come before to kick off a new era of Lego films
Piece by Piece was a truly unique challenge - it was Universal Picture’s first lego movie after acquiring the rights, while also being a musical and a biopic about one of music’s most eclectic and eccentric artists, all in one. To say this campaign was ambitious is a massive understatement.
Finding our target audience was our first roadblock on this campaign - is it for music lovers? Teens and tweens? Kids and families? The answer we got was “all of the above,” and so I concepted a variety of spots, copy runs and taglines to serve each demographic, oftentimes all at once.
Ultimately, this piece stood out from the crowd, perfectly balancing the musical guest stars with Pharrell’s colorful energy. This spot and the concepting process that created it set up every aspect of the film in a precise, clean format and set a benchmark for how the rest of the film’s marketing would be shaped.
Ul
AKA Charlie Trailer - “Go”
A story 15 years in the making, finally revealed
AKA Charlie was one of Netflix’s flagship titles of 2025, and the marketing needed to accomplish several huge undertakings, not the least of which was to establish who Charlie was for a generation that grew up without him.
The messaging needed to be as bold and gritty as Charlie himself was in his heyday, but it also needed to establish his genuine remorse without feeling like it was an overt attempt at winning back public favor.
I found the perfect copy to navigate the tonal shift for this trailer in the tagline “THIS ISN’T A COMEBACK, IT’S A CONFESSION.” A slogan the client loved so much, they repurposed it as the north star log line for the entire campaign.
This campaign made big waves for Netflix’s documentary team, and our trailer restored public interest in the story of hollywoods greatest fallen star with millions of impressions across socials.
Ul
Squid Game S2 - “Official Teaser”
🏆 CLIO AWARD-WINNER 🏆
🏆 GLOBAL ENTERTAINMENT AWARD-WINNER 🏆
The return of Netflix’s most iconic series
This piece marked the highly anticipated return of Squid Game to streaming, and had to live up to the incredible hype that was already built around it.
We had a lot of spoiler restrictions and limitations to navigate, as the IP was considered so high-security we were only given the first few episodes to use until much later in the campaign.
Our strategy was to use copy to establish the motivations of the main character with a sort of tantalizing vagueness that kept fans guessing as to what exactly we meant.
Visually, our concept was to lean into this season’s theme of choice by incorporating repeating shots of players pressing the X and O voting buttons - establishing the brutal player politics that would drive this season forward.
This piece, while only the first part of a truly massive campaign, was a monumental success. Earning over 10 million views in the first 24 hours, it’s safe to say the community had never been more excited to see more.
Glitter & Greed Trailer - “So Wrong”
Designing a hit-piece against cuteness itself, totally from scratch
When Amazon Prime Video came to us with a job to market an expose about the ruthless business empire of 90’s pop art icon Lisa Frank, my first thought was how easy it would be to play off of her brand’s instantly recognizable style.
The only problem? We were forbidden from using any of her actual art in the trailer - that included any shots from the documentary that featured her art in the background (there were a LOT of shots that featured her art). To make this campaign work, we needed an art style that would make people think of the Lisa Frank brand name without actually showing the art that defined it.
I worked closely with our GFX department for weeks ideating on visual motifs and stylized motion graphic concepts that could perfectly capture the Lisa Frank brand style well enough that viewers wouldn’t realize we never actually showed her art.
Ultimately, we successfully crafted a pastiche style that blended 90’s nostalgia soaked rainbows, unicorns and all things cute with imagery that evokes the greed and turmoil beneath the surface. And I can’t lie - it was really fun.
Hazbin Hotel S1 - “Official Trailer”
How do you bring a viral internet hit onto mainstream streaming?
The secret is equal parts broadway singers and sex jokes.
Hazbin Hotel had it’s start as a self-published series on youtube before it was picked up by A24 & Amazon Prime Video, and as such the series had a fanatically loyal online following baked into it’s premiere that we knew we had to appease (at the time, they were up in arms about the characters from the original pilot being recast).
For our marketing, we had to straddle the line between the demands of a fervent existing fanbase and the needs of a streaming titan. I drafted several initial concepts for the first trailer (one of which became the basis for the final cut, inspiring the decision to open the piece with the in-universe introduction to the titular hotel from the character Alastor)
Our strategy was to go all-in on showcasing the incredible music the series has since become known for - it went a long way to soothing the aforementioned recasting angst, and it also created the perfect opportunity to highlight the show’s broadway cast pedigree.
This piece helped prove to the world that self-started creators can make first-class entertainment, earning over a million impressions in the first few days and widespread community acclaim from the fans.