Client: E! via VaynerMedia
Project: Create social media assets for each episode to encourage viewership and achieve a Top 5 Nielsen Social ranking
My Role: Art direction, ideation, video editing, design
Team: Tricia Olds & Molly Douglas (ACD), Peter Sitomer (Copywriter)
Project: Create social media assets for each episode to encourage viewership and achieve a Top 5 Nielsen Social ranking
My Role: Art direction, ideation, video editing, design
Team: Tricia Olds & Molly Douglas (ACD), Peter Sitomer (Copywriter)
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I moved into an art direction role for Season 16 of KUWTK after working on the previous season as a designer. Before the season started, I worked with my team to create and pitch a roadmap of premiere, in-season, and finale content ideas that went beyond standard episodic clips. I also updated the look and feel guidelines for S16's content to mirror the on-air campaign that E! created.
Each week, we delivered five pieces of content for Facebook, Instagram, and Twitter; around 10 "talent assets" formatted for Stories; and in-show videos and GIFs that were livetweeted as the show aired.
Each week, we delivered five pieces of content for Facebook, Instagram, and Twitter; around 10 "talent assets" formatted for Stories; and in-show videos and GIFs that were livetweeted as the show aired.
Our account team found last season that fans were eager to comment their opinions about the family on our posts. After the success of a test post asking which sister was the "most interesting to look at," I pitched a content show this season informally known as "Most Valuable Kardashian" that asks users to weigh in on which family members stole the show each week. Although these assets are simple to create, they're top performers in terms of engagement.
E!'s S16 brief mentioned that fans missed the Kardashians' unfiltered antics from early seasons. During the preseason, we not only confirmed that insight, but found that Instagram users were willing to watch and engage with longform content shared as a carousel of short clips. We decided to incorporate a throwback clip into every content calendar going forward—preferably one that ties into a cultural moment (like 4/20 or Kim and Kanye's anniversary) or a plot point of the week's episode.
Season 15
My Role: Ideation, video editing, design
Team: Tricia Olds (ACD), Ezra Schaefer (AD), Peter Sitomer (Copywriter)
Team: Tricia Olds (ACD), Ezra Schaefer (AD), Peter Sitomer (Copywriter)
Following the content roadmap and style direction my teammates established before the start of the season, I began creating assets starting with episode six.
The short, conversation-starting clips we posted on Sundays to boost our Nielsen social rating provided opportunities for me to get a little more creative with dynamic captioning and additional motion graphics.