BRAVO

WATCH WHAT HAPPENED

Roles: Manager of New Media Integration / Senior Producer

Scope: Brand Launch Campaigns • Promo Strategy • Digital Content • Talent Shoots • Production Oversight • Network Branding • Cross-Platform Marketing

Building the Foundation
of a Mega-Brand

Every cultural phenomenon starts with a spark,

and for Bravo - it was undeniably Queer Eye for the Straight Guy.

But concurrent hits like Project Runway, Being Bobby Brown, Celebrity Poker Showdown, Kathy Griffin: My Life on the D-List and a robust mix of early original programming proved the fire that transformed a small niche cable network into one of television's most influential brands.

I had a front-row seat and, at times, pivotal role in that transformation.

In an era when reality TV, internet blogs, online fandom & social media infancy were colliding - Bravo responded with a brand identity that echoed its arts and lifestyle origin story for an emerging digital generation.

In the process, a new kind of audience relationship was forming - one that still exists between "Bravolebrities" and "Bravoholics" today.

The work below captures a moment when television wasn't just reflecting culture - it was helping create it.

RESULTS:

During my time at Bravo, I helped develop and execute numerous launch campaigns, brand creative and digital initiatives, promotional strategy, and cross-platform marketing efforts for some of the network's most high priority projects and franchises.

This work was produced during a period of historic growth for the network, helping establish the creative foundation for what would eventually become one of television's most recognizable brands.

It also contributed to multiple PromaxBDA award-winning campaigns, including Project Runway Season 2 and Season 3 launches.

In this era, Bravo enjoyed unprecedented industry attention, press exposure, pop-culture buzz, ratings and ad revenue success - ultimately setting a course to become the top-rated cable network across all demos it is today.

CELEBRITY POKER SHOWDOWN

Competitive poker had exploded into the cultural conversation - and Bravo's next big bet after Queer Eye was Celebrity Poker Showdown.

So for the promotional and packaging campaign, we went all in on a high-stakes, Las Vegas-worthy image shoot - and through determination and some lady luck licensed the #1 song in the country,"Hey Ya!".

"LAUNCH TRAILER"

PROJECT RUNWAY

Like Heidi Klum famously coined, "In fashion, one day you're in and the next day, you're out."

And after a rocky ratings start, Project Runway made itself over from critical darling to America's favorite fashion show to legitimate cultural phenomenon.

"SEASON 3: MEET THE DESIGNERS"

"SEASON 2: MEET THE DESIGNERS"

BEING BOBBY BROWN

Long before social media became the center of celebrity culture, reality television was redefining access with shows like "The Osbournes" and "Newlyweds: Nick & Jessica".

But when Bravo offered viewers a look at the private lives of Bobby Brown and Whitney Houston at the pinnacle of interest and speculation about their habits and private lives, it sent shock waves across pop culture.

From instant iconic quotes like "Hell to the nah!" and the duo's undeniably warm and wacky banter - America had found their newest very unlikely comedy couple with Being Bobby Brown.

"LAUNCH"

"FINALE"

KATHY GRIFFIN:
MY LIFE ON THE D-LIST

Kathy Griffin not only understood the value of being in on the joke, but turning it into an entire brand. That's what made her and her Emmy award-winning series a perfect fit for Bravo.

With tongues firmly in cheeks, we transformed a straight-forward tune-in mission into a broadcast & digital consumer marketing campaign no one had ever seen before.

"PRESS CONFERENCE"

TOP DESIGN

After the success of Project Runway and Top Chef, Bravo continued its expansion of category-defining franchises with Top Design - and continued expanding brand currency with a defined and refined content strategy that extended across broadcast and digital.

"MEET THE DESIGNERS"

BEHIND THE WORK

Roles

Manager of New Media Integration

Senior Producer

Key Partners

99 Tigers - A Creative Agency

Moving Parts Inc.

Awards

Promax / BDA | Gold | Cable Channels & Networks | Reality Program Promotion | Project Runway
Promax / BDA | Silver | Lower Third Promotion | Top Design Event Snipe
Promax / BDA | Silver | General Entertainment, In-House Art Direction & Design: Interstitial | Project Runway Season 2 Launch

What This Work Demonstrates

Brand Building

Helping transform emerging properties into recognizable cultural brands.

Creative Leadership

Developing campaigns that aligned strategy, talent, production and promotion around a single objective.

Audience Understanding

Recognizing how fandom, culture and audience behavior influence growth.

Campaign Development

Building launch systems that extended beyond a single promo into broader audience experiences.

Opportunity Recognition

Identifying cultural momentum and leveraging it before it became obvious to everyone else.