Explore a selection of my creative projects and strategic campaigns, designed to draw in eyeballs, drive engagement, and deliver results.
IMDb Stars to Watch
I pitched the concept and spearheaded development of the "Stars to Watch Roundtable" — a new longform video series hosted by IMDb, showcasing Hollywood's most promising emerging talent in an intimate conversation. In collaboration with stakeholders across editorial, video, social, PR, marketing, and design, the series was crafted to feature dynamic discussions with 3 to 4 rising movie and TV stars per episode, incorporating interactive career trivia and props to create engaging, personality-driven content. Following a successful pilot featuring Isabela Merced, Sophie Thatcher, and Rhenzy Feliz which debuted in January 2025, a secondary episode starring Benito Skinner, Sarah Catherine Hook, Tyriq Withers, and Michelle Randolph aired in August 2025.
The program helped secure a groundbreaking sponsorship deal with Acura, featuring a livestreamed panel discussion at the 2026 Sundance Film Festival in Park City, where the live episode was integrated into the festival's official programming.
Storytelling
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Talent Curation
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Video Concepting
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Storyboarding & Scripting
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Integrated Campaigns
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Storytelling 〰️ Talent Curation 〰️ Video Concepting 〰️ Storyboarding & Scripting 〰️ Integrated Campaigns 〰️
IMDb Best Of
The annual IMDb Best Of program stands as the brand’s definitive year-end celebration of entertainment, powered by comprehensive IMDb data across platforms. Over several years as editorial lead on this project, I drove strategic alignment across stakeholders with focus on developing clear, consistent messaging throughout all content channels. This unified approach included carefully crafted definitions, list descriptions, and taglines that resonated with IMDb's global audience.
The 2024 campaign delivered record- breaking engagement, achieving 9 million first-party visits and 28.3MM cross-platform video views. The program generated over 15 billion PR impressions, cementing IMDb's authority in the year-end cultural conversation around entertainment achievements.
Creative Leadership
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Data Analysis
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Content Design
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Cross-Functional Collaboration
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Project Management
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Creative Leadership 〰️ Data Analysis 〰️ Content Design 〰️ Cross-Functional Collaboration 〰️ Project Management 〰️
5 Things to Watch This Week
“5 to Watch” began as a video series aimed at increasing viewership across IMDb marketing channels. The program has evolved into a comprehensive, cross-platform campaign that delivers curated movie and TV recommendations to audiences through multiple touchpoints: the IMDb website and apps, email marketing, and social media platforms.
Through various iterations responsive to changing customer behaviors and content preferences, the campaign reinforces IMDb's position as a trusted destination for “What to Watch” decisions.
Creative Leadership
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Data-Driven Content
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Iterative Design
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Cross-Platform Promotion
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A/B Testing
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Creative Leadership 〰️ Data-Driven Content 〰️ Iterative Design 〰️ Cross-Platform Promotion 〰️ A/B Testing 〰️
IMDb Staff Picks
I drove a user study of IMDb's Staff Picks lists in collaboration with UX Research, revealing that while the monthly movie & TV recommendations lists consistently ranked among IMDb's most engaging content features, the format presented significant usability challenges. Analysis identified key opportunities to enhance both content presentation and technical functionality. In response, a cross-functional team developed and launched a new, media-rich format for editorial lists.
I collaborated with designers, project managers, web developers, and marketing to define requirements for the new product based on insights from the study. We launched the reimagined product after iterative testing, improving the user experience, driving increased engagement, and generating new sponsorship revenue opportunities in the process.
User Research
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Data Analysis
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Prototype Design
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Product Testing
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Content Monetization
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User Research 〰️ Data Analysis 〰️ Prototype Design 〰️ Product Testing 〰️ Content Monetization 〰️
Talent Interviews
I’ve conducted and filmed live interviews with top-tier talent at industry events including the Sundance Film Festival, researching yet-to-be released film projects and speaking with the stars and directors ahead of their premiere. Interviews feature award-winning talent including Oscar-winning actor Kieran Culkin, Oscar-winning director Sean Wang, Finn Wolfhard, Emily Watson, and more.
