While at RED - I was brought in to help reinvigorate a fatigued fan base and reimagine how we connected with them.

As the series prepared to take some of the boldest narrative leaps in its history, our task was to move beyond traditional TV marketing. Instead of thinking seasonally, we built an always-on cultural universe that extended well beyond the 44-minute weekly broadcast.

Fandom isn’t a switch—it’s a lifestyle.

We leaned into fan culture, embraced community-first storytelling, and positioned AMC not just as a broadcaster, but as the biggest TWD fan in the room.

Our toolkit spanned everything from experiential activations and content series to community management and social-first creative. The work turned passive viewers into active participants in the world of TWD.

I primarily used Adobe Creative Suite and lots of fun produciton tricks.