Peacock | Social creative
art direction
July 2021 - January 2023
After being promoted to Art Director in 2021 I inherited the Peacock account from my predecessor, and was responsible for quickly onboarding onto a project with dozens of stakeholders across a variety of internal and client teams, including creative directors, account managers, talent, influencer, franchise teams and teams responsible for Peacock Originals. I was forced to learn fast and adapt to a project already in progress for a year, and find ways to maintain the look and feel of the Peacock brand while pushing the creative in new ways. I was able to help with this by mentoring designers, being hands-on in the creative process, pitching concepts, and thinking quickly to solve complex creative problems.
All of the creative on this page was designed/edited by the creative team at Digital Media Management for Peacock.
Platform Innovation
When Instagram replaced its “Swipe Up” link functionality with the link sticker, I developed a concept to innovate around the new sticker with a gamified Instagram story. When I pitched the idea to client they loved the idea, and created a version that later went live on their Instagram stories.
How It Works
Users are presented with 3 “wires” with link stickers on each. Two of these stickers are baked into the design and are non-functional. Clicking these will advance the story to the next frame: an explosion and a message that you failed and blew yourself up–classic MacGruber. The red wire has a real link sticker that, when clicked, directs to the MacGruber show page on the Peacock website.