Work
Digital Marketing
+ More
Overview
As an Art Director for NBC Digital, I led the creative strategy, design, and production of over 40 show assets across mobile apps, devices, social media, and digital platforms, including Roku, Xbox, Apple TV, Netflix, and Amazon Fire TV. I directed the creation of compelling visual campaigns, ensuring cohesive storytelling across social and digital platforms, while driving engagement and enhancing brand visibility. My role involved overseeing the design and production of innovative marketing assets tailored to meet the dynamic demands of NBC Digital’s audience.
Project Duration
2014-2020
My Role: Art Director
As an Art Director for NBC Digital, I led the creative strategy, design, and production of over 40 show assets across mobile apps, devices, social media, and digital platforms, including Roku, Xbox, Apple TV, Netflix, and Amazon Fire TV. I directed the creation of compelling visual campaigns, ensuring cohesive storytelling across social and digital platforms, while driving engagement and enhancing brand visibility. My role involved overseeing the design and production of innovative marketing assets tailored to meet the dynamic demands of NBC Digital’s audience.
Digital Marketing Campaigns
I led the design and production of creative assets for digital campaigns at NBCUniversal. This included high-profile projects such as the NBC App, Blindspot Tattoo Day, Roku and Chromecast promotions, and email marketing campaigns. I developed innovative visual concepts and oversaw their execution to ensure alignment with the brand’s voice and goals. By tailoring creative assets to various platforms and audiences, I helped drive user engagement and elevate the impact of NBCUniversal’s digital presence.
1
NBC App
Campaign promoting the new NBC App on the NBC.com home screen.
2
Blindspot National Tattoo Day
Campagin to promote the premiere of NBC's Blindspot.
3
Roku and Chromecast
NBC shows promotes in other platforms.
4
Email Marketing
Mobile-first email maketing of NBC's shows.
The Final Product
The redesigned NBC.com launched in Fall 2013, delivering a cleaner, more user-centric experience. It marked a significant leap forward, setting a foundation for subsequent updates and ongoing improvements. Being part of this transformation was a rewarding experience that showcased the power of collaboration and thoughtful design.
Takeaways
Impact
The redesigned NBC.com web experience drove significant growth, achieving a 22% increase in video consumption within the first month of launch. Unique visitors aged 18 to 34 surged to 15.2 million, compared to 12.8 million the previous month. Additionally, NBC.com’s global ranking improved, rising from 4,643 to 6,201 over three months.
What I Learned
Challenges: Designing a clean, user-centric interface that prioritized video content and boosted viewership.
Key Takeaways: When time is critical, seamless collaboration between teams is essential to deliver impactful results.
NBC.com Show Series Artwork
Driving the creative vision, I spearheaded the strategy, design, and production of 40+ show assets for mobile apps, devices, social, and digital platforms (Roku, Xbox, Apple TV, Netflix, Amazon Fire TV). These efforts supported renowned NBC shows such as The Voice, Hairspray Live!, Chicago Fire, and This Is Us. Each campaign was crafted to captivate audiences, align with each show's distinct branding, and adapt seamlessly across diverse platforms, ensuring maximum reach and engagement.
1
Hairspray Live!
2
The Voice
3
Chicago Fire
4
This Is Us
Social Media
I oversaw the design and production of creative assets for social media marketing campaigns for NBC. Notable examples include campaigns for The Voice, Peter Pan Live!, and American Ninja Warrior. These projects involved developing visually engaging content tailored to resonate with diverse audiences across platforms, driving viewership and social engagement.
1
Peter Pan Live!
Social media promotion on the days preceding the live event.
2
The Voice
"Team" promotions on social channels.
3
American Ninja Warrior
"I'm the Warrior" social campaigns
Branding
I led the project to create co-branded video end cards for Hulu, seamlessly integrating NBC branding into the viewing experience. Partnering with one of our agency vendors, I oversaw the creative direction and ensured the end cards maintained consistent NBC brand standards while aligning with Hulu’s platform requirements. These end cards were strategically designed to promote NBC’s shows and engage Hulu’s audience, reinforcing brand recognition and driving viewers to discover more NBC content.
1
This Is US
2
Running Wild with Bear Grylls
3
Midnight Texas
4
World of Dance
