WarnerMedia / Turner
From CNN to WarnerMedia: Scaling the Narrative through Upfronts and NewFronts
As Turner became WarnerMedia, the scope expanded significantly. What began as a CNN-focused program evolved into a multi-brand commercial narrative spanning CNN, TNT, TBS, HBO, Warner Bros., and Xandr — with audiences ranging from brand CMOs to agency trading desks.
Upfronts and NewFronts (2017–2020)
My responsibilities at the Upfronts grew each year, reflecting both the expanding portfolio and the trust built by execution:
In 2017, I designed the strategy and creative approach for Great Big Story’s Campfire Stories NewFronts, a format that broke from the standard product-pitch model, and led Courageous’ first major public- facing activation at the NewFronts.
In 2018, I partnered with Turner Studios and Ad Sales Marketplace Image to develop the News and Sports sections of “We Make Fans,” Turner’s annual strategy, and led creative for Turner’s Digital NewFronts across CNN Digital, Bleacher Report, and Great Big Story.
In 2019, we supported the combined WarnerMedia Ad Marketing team to develop “Dream Bold Here” at Madison Square Garden. We created strategy, films, activations, environmental design, and collateral. We also began integrating our Xandr “Make Advertising Matter” campaign into the broader WarnerMedia go-to-market narrative, connecting the ad tech platform’s commercial story to the entertainment portfolio’s reach.
In 2020, I led rebranding and strategy for WarnerMedia For Brands. COVID scaled the Upfront back to a digital presentation, which introduced a different design challenge: translating what had been a premium physical experience into a purely visual and narrative one, where the creative had to do all the work that environment and energy had previously supported.
