Shay Mitchell Channel Trailer
Executive Producer, Shay Mitchell YouTube Channel
At Studio 71, I was running the department tasked with helping the Pretty Little Liars star Shay Mitchell to translate her TV success onto the digital screen – and develop her namesake YouTube channel. From conceptualizing her channel trailer, to making her promotional assets and channel trailer, I loved working with Shay and her team to kick off her YouTube presence and help build her highly engaged subscribership.
I Love Makeup
Showrunner, Executive Producer
“ILM” was Estée Lauder and Bobbi Brown’s first foray into a brand-owned YouTube channel - a groundbreaking new concept at this point in time and something extremely challenging to pull off for a prestige brand that was new to the world of social media branded content. I worked in partnership with the brand's creative director and CMO to help build a world that would appeal to both young social media consumers as well as fit the image of the high end beauty brand. I pitched (and executed) multiple shows to the executive leadership, oversaw the production of a 3x/ week YouTube output schedule, and corresponding social posts, managed talent wrangling and relationships, video editors, directors, and crew, and produced key creative assets like channel trailers and pitch decks that would ensure renewal of this groundbreaking 2-year long program.
Made at Smashbox
Executive Producer, Showrunner
Due to the success of the I Love Makeup channel, Estée Lauder retained my team’s services at Studio71 again, this time with the goal of making Smashbox Cosmetics (part of the Lauder portfolio) a more relevant brand for millennials. The intent was to increase the brand awareness and social currency and establish Smashbox Studios as the physical destination for top fashion and beauty creators. I helped originate a bespoke idea: an influencer studio called “made at smashbox” - giving top style influencers access to a studio and a creative team that would empower them to bring their high concept video dreams to life.
Live Commerce Pilots
Executive Producer
Murad (part of Unilever brands), hired my team at Favored Live to help concept and execute their first live commerce shopping shows. The goal was interactivity with audiences, brand education, and product conversion. We achieved all three and were hired to produce 3 more live shows featuring their expert doctors, pushing their seasonal, hero products. These 30-60 minute shows offered live product demos and consultations and special deals to engaged watchers from around the country.