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Work

HBO's The Defiant Ones
Marketing Campaign | 2017

Capes Snapshot

Identified and managed creative agency; developed marketing, creative, and media strategies; managed influencers, talent, and event teams; event ideation and production; social media strategy and asset management.

The Day of The Defiant Ones

HBO launched The Defiant Ones with a dual-phased event-level marketing campaign designed to reach influencers first, followed by high-impact general market tactics. The network developed an ambitious and intricately plotted influencer campaign that intersected the definition of defiance with existing human behaviors: people don’t tell brand stories, people tell people stories.

At early screenings of The Defiant Ones, influencers were invited to share their defy-ing moment. Captured in video and photo, HBO used this footage to create easily shareable assets that would advance the You Will Never… narrative, slowly building in scale and reaching maximum velocity on premiere day.

The campaign culminated when HBO declared July 9, The Day of The Defiant Ones. A massive event in Jimmy’s hometown of Brooklyn tapped into the defiance of influencers and consumers through a series of engaging activations. The entire experience was designed to drive social buzz and integrate guests into the ethos of the marketing campaign: crossing the “never” out of “you will never.” The event included performances from the next generation of defiant voices, some of whom were featured in the influencer campaign, including Lizzo, Cakes da Killa, Vince Staples, and 2 Chainz.

Facebook Messenger
Nat Geo's Genius
Marketing Campaign | 2018

Be Painted by a Genius: Nat Geo's Picasso Messenger Bot for Season 2

In an age of stale selfies, wouldn't you rather be captured by a GENIUS? To connect new audiences to the second season of the hit show, GENIUS, National Geographic partnered with Facebook Messenger to bring a one of a kind experience with Antonio Banderas as Pablo Picasso right into your hand.

Results:

  • Ad recall: 28 pts (2x the entertainment industry benchmark)

  • Brand Awareness: 16 points (1.5X the entertainment industry benchmark)

  • Intent to Tune-in: 6 pts (2x the entertainment industry benchmark)

  • Reported Live tune-in: 3 pts (above the TV benchmark)

  • Picasso Bot was featured as a "Best In Class Messenger" selection highlighted at Cannes.

Capes Snapshot

Co-led the strategy and creative execution of the messenger bot UX.

HBO's I May Destroy You
Gathering the Pieces

Marketing Campaign | 2020

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HBO's Game of Thrones
Art the Throne

Marketing Campaign | 2019

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HBO's Class Divide
Views From the Block 

Marketing Campaign | 2017

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HBO's Love Craft Country

Seed and Screen


Marketing Campaign | 2020

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HBO's Watchmen

NYCC Community Lounge


Marketing Campaign | 2019

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HBO's Our Stories to Tell

Marketing Campaign | 2020

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HBO's Pa'lante

Marketing Campaign | 2020

 

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Lionsgate's Creative Connect

Marketing Campaign | 2022-2023

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