Long-Form Custom Content

Thanks to The Creative Group’s unique position within NBCUniversal’s Ad Sales division, I’ve been lucky enough to collaborate on multiple long-form custom content pieces, each of which was a first-of-its-kind endeavor for our team. These unique projects (a live-to-tape recap show, a concert, and a Halloween special) were not only successful in their own right, but played a key role in the success of larger partnerships across the company.

Best of BravoCon Presented by State Farm

State Farm was one of NBCU’s most important partners for BravoCon 2023, making their presence known both on the ground and online.

The final piece of the digital puzzle? A live-to-tape recap show bringing the spectacle, drama, and fun of BravoCon to Peacock for fans who couldn’t join us in Vegas.

As the lead writer on the project, I spent the weeks prior crafting fun and comic segments designed specifically for Bravo-holics like “Who Wore it? Guess,” “Love You, Meme It,” and “Who Said That?”

On the ground, we captured footage and still imagery from the events, gathered quotes, and tracked the convention’s biggest storylines.

After the last few fans made their way out of Caeser’s Forum, we taped the show. Daryn Carp and Paige DeSorbo hosted with personality and pizzaz leading to a final product that was a hit with fans and the client alike.

Halloween in Hollywood

Ahead of the release of “Halloween Ends,” our team set out to amplify the buzz around the final chapter in this cult classic franchise with an hour-long TV special airing in primetime on NBC (and streaming on Peacock).

Tapping into every corner of the company, we partnered with internal stakeholders to create an hour of primetime-worthy content all about Halloween (the franchise and the holiday).

The special was a hit — with 1.4 million tuning into the broadcast on NBC. It quickly entered the top 20% of content streamed on Peacock.

With 2 out of every 3 viewers planning to see Halloween Ends, our special helped the film bring in over $100 million worldwide and become Peacock’s biggest film debut ever.

Salute to Summer

In 2023, NBCUniversal and the U.S. Army teamed up for a cross-portfolio partnership consisting of in-show integrations, docu-style “Soldier Spotlights,” and — at the center of it all — a larger-than-life concert headlined by Nick Jonas and streamed on Peacock.

I teamed with another writer to script that special, writing copy for host Erin Lim Rhodes that seamlessly guided viewers through the show’s various acts. I also tapped into my decade-plus of stand-up comedy experience to provide key feedback on the final edit of the shows’s stand-up performance and scripted the sizzle to the right of this paragraph.

The special proved successful at shifting perceptions and creating conversation with a 132% increase in YouTube engagement, a 52% increase in Twitter conversation volume, and a 35% increase in Instagram engagement.