amc tv
Strategically designing social creative to drive engagement for AMC’s platforms
Art Director & Designer
AMC wanted to increase social follower counts and engagement for 3 key shows. My team and I focused on creating exclusive content and experiences on social that leveraged viewer excitement during key phases of each show’s lifecycle, turning our platforms into the go-to place(s) for fans to connect and discuss episodes, characters, and themes. Due to the growth we achieved with the first three shows, AMC expanded our support to 16 shows, including 11 series premieres over the following 2 years.
I developed the social creative direction for each show’s season, collaborating with internal partners to brainstorm concepts, pitch social campaigns, and design content that focused on driving viewership for the premiere, increasing engagement week-over-week, and ending each season with a bang. I led the creation of an average of 3-4 different campaigns per phase of the show, each of which had its own distinct visual style based on the key art for the season.
Mad Men
Season 7 & Series Finale // celebrating the show & saying goodbye
do not disturb, I’m watching Mad Men
In addition to delighting Mad Men fans, the show’s creator and executive producer, Matthew Weiner, had a very specific request: get viewers off of social while the show is on.
I designed the Mad Men Out of Office Facebook Application to encourage fans to set an “Out of Office” message for Facebook and Twitter to alert their friends and followers that they wouldn’t be available while the show was on. The application was updated weekly with new phrases based on the past week’s episode to keep users coming back again and again.
The Walking Dead
Season 6 Finale // the deadly introduction of Negan
building tension for the deadly finale
In the penultimate episode of Season 6, we found our TWD crew surrounded in the woods by the Saviors — Negan’s followers and henchmen, if you will. The Saviors stay hidden and use a whistling call to one another to communicate. I created this video using only sound to build anticipation for the finale. The video generated thousands of shares on Twitter, Instagram, and Facebook, including shares from almost every cast member.
surprising and delighting TWD fans
To generate fan excitement on the day of the Season 6 Finale, we turned their words into custom TWD graphics. They tweeted their “Finale in 6 Words” using the hashtag and I created TWD-branded images (featuring their tweets!) that were tweeted back with them.
We utilized several celebrity TWD influencers to kick off the day which generated thousands of responses from fans.
s7 world premiere trailer promotion
The summer between Seasons 6 and 7 of The Walking Dead was filled with speculation and excitement from fans, and there is no greater culmination of fan excitement than San Diego ComicCon. Every year, the cast and crew participate in one of the most highly attended and anticipated panels during the weekend-long celebration of everything “nerd culture.” One of the reasons fans love to attend SCC is that they get exclusive access to content.
This time, however, we partnered with Facebook to live-stream the world premiere trailer on the TWD Facebook page for the first time in their history, driving fans to “join” the page to get access.
Fear the Walking Dead
Series Premiere // the beginning of the apocalypse
#spreadthefear for the series premiere
Building on the success of the #TWDFinaleIn6Words, AMC requested a similar approach for the premiere of Fear The Walking Dead, The Walking Dead’s prequel spin-off show. We developed a concept where “walkers” would be added to fan photos — the idea being that these would bring the “beginning” of the apocalypse to life by highlighting that people weren’t yet anticipating danger.
I art directed the activation, however, AMC’s internal art department executed the day-of design activation.
Halt and Catch Fire
Season 3 // the move to Silicon Valley
Feed the Beast
Series Premiere // grief, food, brotherhood, and the mob
brutality of food
Content Warning: These videos depict the physical destruction of meat and dead animals (fish, octopus).
I developed the concept for this video campaign to launch ahead of the series premiere to set the tone for the show: violent, gritty, and all about the food. Each of these executions showcases how food is “brutalized” to turn it into something more palatable.
These videos were filmed in the MXM studios by Steve Giralt, styled by Simon Andrews, and storyboarded, directed, and edited by me.