SOCIAL
Brand voice, timing, and a good joke.
That’s the sweet spot of social.
I create campaigns for Broadway, live entertainment, and fandoms who expect their posts to sound like actual humans.
& JULIET
Social content built around the show’s biggest asset: pure pop joy. Behind-the-scenes moments, celebrity surprises, and quick-hit humor helped fans feel like they were part of the party.
30-second quick change
A backstage quick change became a real-time social stunt.
I wrote the TikTok-style voiceover and directed the on-screen timer to heighten the tension as the cast raced against the clock.
The post also intentionally credited the actress and crew, spotlighting the often-overlooked talent behind the scenes.
The result was the most-viewed video ever posted by an official Broadway account on YouTube, with 100M+ views and counting.
BYE, BYE, BYE
A Joey Fatone cameo becomes a TikTok punchline.
When Joey Fatone joined the cast of & Juliet, I paired an unscripted man-on-the-street video with the TikTok phrase “you see XXX, wyd.”
The post leaned into the joy and spontaneity of celebrity encounters in New York and invited fans to imagine their own reaction.
The result: 4.8M+ views and 250K+ likes on Instagram, outperforming several official collaborations featuring Joey.
romeo & juliet
Shakespeare reacts to another Tony loss.
During the 2025 Tony Awards, I orchestrated a real-time crossover between & Juliet and Romeo + Juliet.
I remotely directed the cast of & Juliet while they filmed the video themselves, then I edited the footage and published it live during the ceremony.
The post resonated instantly, earning 800K+ views and 20K+ likes on Instagram the same night it was posted.
STRANGER THINGS: THE FIRST SHADOW
Bridge two massive fandoms through a shared story. The strategy was simple: use familiar TikTok formats to introduce fans of the Netflix series to the younger versions of their favorite characters on stage.
SHAKE MY HAND IN CHARACTER
Introduce iconic characters through a viral TikTok format.
To connect streaming audiences with the stage production, I adapted the “shake my hand in character” trend to reveal younger versions of the show’s characters.
Timed ahead of the release of Stranger Things Season 5, the video helped fans immediately recognize the story’s origins.
The post generated 130K+ likes on Instagram.
BEFORE THERE WAS
Introduce iconic characters through a viral TikTok format.
To connect streaming audiences with the stage production, I adapted the “shake my hand in character” trend to reveal younger versions of the show’s characters.
Timed ahead of the release of Stranger Things Season 5, the video helped fans immediately recognize the story’s origins.
The post generated 130K+ likes on Instagram.
SUPERLATIVES
High-school superlatives become character introductions.
The format helped audiences quickly understand the personalities of the play’s characters while tying them to the figures fans already knew from the series.
The post generated nearly 200K likes on Instagram.
ROMEO + JULIET
A Shakespeare tragedy translated into Gen Z internet language. Memes, TikTok trends, and cultural references helped make a 400-year-old story feel native to a modern social feed.
430 years later
A SpongeBob meme delivers Broadway trivia.
To speak directly to the show’s Gen-Z audience, I used the format to reveal that this production marked the first time Romeo + Juliet received a Tony nomination.
The meme delivered the news in a visual language the audience already understood.
The post generated 15K+ likes on Instagram.
SPARKNOTES
Shakespeare explained like a group chat.
I wrote a series of “SparkNotes” posts translating the play into internet-native language.
The tone balanced humor with clarity, making the story feel approachable without dumbing it down.
The posts generated 32K+ likes on Instagram.
BUT MAKE IT VIBES
Sell the tone of the show, not the plot.
This carousel mimicked TikTok’s visual language while turning the production’s themes into playful cultural observations.
The approach prioritized relatability over promotion and delivered some of the show’s strongest engagement, including 17K+ likes and a feature in Cultured Magazine.
DUNGEONS & DRAGONS: THE TWENTY-SIDED TAVERN
Social content built for fandom culture first, marketing second. By speaking the language of tabletop players and theater fans, the campaign turned posts into inside jokes the audience actually wanted to share.
SLIME TUTORIAL
Turn a Broadway bootleg joke into an April Fool’s prank.
Because “slime tutorial” is fandom slang for a bootleg recording, I created a deliberately clickbait “slime tutorial” matching the runtime of the show.
The video opened with a brief clip of the production before cutting to an actual slime tutorial, tricking fans in the most affectionate way possible.
Within 24 hours the video generated 1.5K views on a channel with fewer than 2K subscribers, plus dozens of messages from fans and the cast admitting they fell for it.
dungeons & valentines
Valentine’s cards for people who romance NPCs.
I wrote a series of Dungeons & Dragons-inspired Valentine’s Day cards and collaborated with my art director partner to turn them into nostalgic Tumblr-style graphics.
Fans embraced the posts, and the cast even recorded a companion video using additional copy lines I wrote.
The graphics generated 2.3K+ likes on Instagram.
NEIL NEWBON BEFORE & AFTER
A TikTok trend meets Off-Broadway guest stars.
Inspired by a trend showing workers before and after a shift, I created a video series capturing guest stars before and after their first performance.
The installment featuring voice actor Neil Newbon connected the show with his massive fanbase.
The post generated 38K+ likes on Instagram.
TOUR ANNOUNCEMENT
Turn a tour announcement into a fandom vote.
Instead of simply posting the news, I invited fans to tell us where the show should travel when the tour begins.
The post turned a routine update into a conversation with the audience.
The result: 13K+ likes and 2K+ comments.