I help brands, agencies, founders, artists, and creative leaders solve high-level marketing and creative challenges at the intersection of strategy, culture, entertainment, and creative direction. Through Dark Artists, I advise on campaign architecture, brand narrative, audience intelligence, social strategy, cultural positioning, and go-to-market planning. Before founding Dark Artists, I led marketing strategy across entertainment, media, and culture at Netflix, Disney, ABC, and OWN.
Founder & Principal at Dark Artists
I led global creative campaign strategy for Orange Is the New Black across five seasons, using crossover content, local talent, and market-specific storytelling to make the series feel locally relevant in priority markets. The Season 5 global video campaign generated more than 59 million views worldwide, fueling international demand for the show and supporting Netflix’s global growth.
I led global social strategy for House of Cards across five seasons, developing a real-world political campaign that blurred fiction and reality to position the series as a global cultural event. The work evolved from a U.S. Twitter-led launch to a multi-market, multi-platform campaign that drove millions of earned media impressions, helped accelerate Netflix adoption worldwide, and earned multiple awards including a Cannes Lion Gold for real-time digital and social response.
I drove the concept, strategy, creative, and execution of OrangeCon, Netflix’s first global fan and influencer event for Orange Is the New Black. It brought together cast, fans, influencers, press, and creators and generated more than 200M media impressions.
I developed a multi-screen marketing and fan/social strategy for Seasons 1–4, combining television storytelling, in-program calls to action, talent participation, live conversation, and digital advertising. The work helped make Scandal appointment viewing and included the breakthrough #WhoShotFitz campaign moment.
I developed artist brand and campaign strategy for Johnny Marr’s Call the Comet era, translating his solo identity into a cohesive digital presence, content ecosystem, and multi-channel marketing campaign. The work delivered his strongest solo tour to date, grew the fanbase by 90%, increased streams by 50% post-release, and drove his highest-charting solo album and best-performing digital album sales.
I produced a series of official music videos for Metric to extend the band’s visual world, support album and tour campaigns, and deepen audience connection. The work included artist brand development, creative strategy, content direction, and campaign execution.
I developed and produced The Tour Diaries, a behind-the-scenes docuseries for Johnny Marr and Metric that gave fans an intimate look at life on tour. From concept through production, the series extended each artist’s world beyond the stage and reflected my broader approach to artist storytelling — deepening audience connection while supporting the larger album, tour, and brand ecosystem.
I led in-world storytelling and character-led campaign strategy for BoJack Horseman across four seasons, collaborating with the show’s creators to bring BoJack to life online through original artwork and in-character social response. The work turned BoJack into a living internet persona, drove ongoing press coverage, and earned multiple Clio, Promax, and Shorty Awards including Best Social Media Campaign.
TVnext Summit roundtable on how ABC turned Scandal into a real-time social TV event — from #WhoShotFitz to cast-led live tweeting, cross-team coordination, and how social conversation lifted ratings and pulled new viewers into the show.
