I wrote an array of taglines to be used on-asset, driving awareness of a series on HBO Max, the premiere, the series finale, and sign-up CTA, including the growth marketing campaign around the instant cult-classic (and personal favorite) Peacemaker.

Growth marketing campaigns requite dozens of custom captions across social media platforms, including these special shoots with John Cena in character, heralding his sorta-superhero above other characters in the DC universe.

Three of my highest-performing Facebook posts in a row, from the Facebook Ad Library. From left to right: King Richard, Moonshot, and a “multi-title” ad for dystopian sci-fi titles DMZ, Station Eleven, and I Am Legend.

Another custom tagline for ads that would get utilized in all sizes and dimensions. While most of my work in social media was driving attention towards the newest of the new, HBO Max also had a library of classic movies and complete series, including Friends — could it be a higher-performing title?

Almost every new series, season, or movie required a whole suite of social media copy to accompany it, including this sleeper hit series Our Flag Means Death. The trick was to promote the title while also conveying the concept, tone, and genre in limited character count. In this case, if you like comedies with a swashbuckling sensibility, this premiering series would really float your boat.

We had plenty of campaigns year-round devoted to holidays and themed months, but in entertainment, the awards seasons are as big as Christmas. We had plenty of prestigious content to promote around the weeks of Emmy and Oscar nominations; in 2022, we had 5 out of the 10 Best Picture nominees streaming, so we got to concept around copy for each of them (including prospective copy for potential winners) as well as the sheer amount of nominations we hosted, more than any other streaming service.

Concepting, scripting, and copy-editing videos made in-house to promote titles was one of my favorite parts of copywriting at HBO Max; we got to speak to fans, as fans. To promote high engagement and to keep viewers watching Snapchat stories as long as possible, we developed an interactive narrative style for some of these videos, including this Snap story I scripted that features multiple Doctors in the beloved BBC series, each dealing with their intergalactic nemeses the Daleks in their own way.

Another example of Snapchat content we conceived in-house to appeal to fans, speaking as fans ourselves — this time to promote a new season arriving to platform, Season 5 of Rick and Morty. Since this series is known for a, shall we say, passionate fanbase, we really wanted to come correct with something that provided popular highlights in a format authentic to the R&M universe, in this case their irreverent “Intergalactic Cable” channel-surfing.