FX Networks
As Art Director, Integrated Design, I developed scalable design systems, style guides, and toolkits for FX Originals to ensure consistency across designers, vendors, and campaign touchpoints. I art directed Integrated Promotions activations, created custom design concepts that could scale across social, paid, motion, and digital channels, and reformatted static and motion assets for campaign use.
I also created motion posters, contributed to pitch decks and presentations, and provided design direction, feedback, and approvals to production artists, freelancers, and internal stakeholders. In collaboration with cross-functional marketing teams, I participated in creative briefs and review sessions, helped shape digital marketing strategy, and identified emerging trends and technologies to improve design quality, workflow, and team collaboration.
ALIEN: EARTH | 360 INTEGRATED MARKETING CAMPAIGN
The Ask: Establish a design system via style guides and toolkits to inform a scalable, multi-channel global campaign to promote FX’s Alien: Earth.
The Idea: Leverage established key art and motion graphics elements to create a comprehensive style guide and motion/static toolkits.
What I Shaped: I developed the style guides, AEP motion toolkits, social toolkits, and created custom graphics for various activations in collaboration with the Promotions team.
How It Showed Up: Global OOH placements, paid and organic social posts.
Why It Worked: The award-winning campaign ignited massive anticipation, helping drive one of the most-viewed premieres in Hulu’s history while sustaining momentum and audience engagement across the full 8-episode run. (And it was greenlit for a 2nd season!)
SHOGUN | 360 INTEGRATED MARKETING CAMPAIGN
The Ask: Build a campaign design system that could carry FX’s Shōgun across a global, multi-channel rollout while preserving the craft, restraint, and cinematic weight of the series.
The Idea: Translate the campaign’s key art and motion language into a flexible system of guidelines, After Effects toolkits, and static templates that maintained consistency across formats and teams.
What I Shaped: I developed style guides, AEP motion toolkits, social toolkits, and custom graphics for a range of activations in collaboration with the Promotions team.
How It Showed Up: Global OOH placements, paid and organic social posts.
Why It Worked: From premiere to finale, the campaign kept the series firmly in the conversation. It helped fuel one of Hulu’s biggest premieres, sustained interest throughout the 10-episode season, and supported an awards run that culminated in 18 Emmy wins.
ALIEN: EARTH “THE WRECKAGE”
The Ask: Create campaign graphics leveraging key art to support “The Wreckage”, an immersive experiential nationwide activation to build anticipation for the FX Original Series “Alien: Earth”.
The Idea: Build a campaign around the “crates” key art and lean into the glitchy aspects of the title treatment.
What I Shaped: I developed visual directions, designed campaign assets, adapted key art across formats, built social graphics, and partnered with internal teams and vendors to keep the campaign cohesive from concept through delivery
How It Showed Up: Paid and organic social, OOH placements, AV support, and platform assets.
Why It Worked: From its SXSW launch through San Diego Comic-Con and beyond, the campaign created a clear narrative around a crash site, imminent danger, and the arrival of the iconic Xenomorph. Each activation drew large crowds, organic social engagement, and press coverage.
LOVE STORY: JFK JR. & CAROLYN BESSETTE | SUNROSE PENDRY & STATIC OOH PLACEMENTS
The Ask: Create striking OOH digital placements and static on one of Sunset Boulevard’s most recognizable ad spaces to promote the FYC campaign for “Love Story: JFK Jr. & Carolyn Bessette”.
The Idea: Showcase intimate and tender moments between the two leads, bringing focus to their love at the center of the story.
What I Shaped: I selected frames from the show that aligned with matching video moments, had them retouched, then reformatted the stills with title graphics and messaging so they could function as polished resolves after the motion ended.
How It Showed Up: Paid AV placements on the Sunrose Pendry building and static printed wall placements throughout Los Angeles
Why It Worked: The imagery I curated re-centered the campaign on the show’s emotional core, reminding Academy members and general audiences of the beautiful love story that made it resonate.
