MTV Brand Social Content & Strategy
Art Direction / Social Content / Design
As Senior Designer, I led a strategic shift in how MTV approached content for digital platforms. Rather than relying on traditional tune-in promos, I helped reposition social as a space for cultural storytelling, infusing it with originality, personality, and platform relevance.
Repositioning the Process
I launched a stream of daily content that reflected MTV’s bold brand voice and tapped into real-time trends. This editorial approach brought variety and authenticity to the feed, moving away from ad-like posts. I also led the development of platform-native experiences, including the launch of MTV’s Snapchat Discover Channel, and guided activations across emerging platforms like TikTok, Twitch, and Facebook Live. To support this evolution, I built and mentored a team of hybrid creatives who blended design, editorial, and social-first thinking.
Creative Process Impact
This repositioning transformed social into a storytelling engine for the brand and laid the foundation for broader adoption. I helped scale the model across Paramount networks such as VH1, CMT, and Comedy Central, and contributed to MTV’s visual refresh by influencing the design system with agile, format-specific content approaches. These efforts not only increased engagement but also fostered a culture of experimentation, agility, and cultural fluency across teams.
