Network: BET
Role: Writer/Producer
As a Writer/Producer for the BET Hip Hop Awards 2022 campaign, I helped shape the voice and tone of the show’s promotional presence across platforms. I crafted language for trailers, video promos, and marketing materials that reflected the bold, unapologetic spirit of hip hop culture. In addition to scripting and producing radio spots, I contributed to the execution of 360 marketing deliverables, ensuring consistency across linear, digital, and social touchpoints.
For the first time in years, the BET Hip Hop Awards relocated to Las Vegas—ushering in a bold new chapter for the show and its creative direction. I contributed at the earliest stages of the campaign, helping to shape the initial language and conceptual vision that aligned with the energy and innovation of the new location. From venue to visuals, the campaign required a complete reimagining, and I assisted in establishing a refreshed tone that set the stage for all creative elements that followed.
For the 2023 BET Hip Hop Awards, I served as the Writer/Producer for red carpet activations in collaboration with the Ad Sales team and brand partners Nissan and Ulta Beauty. I crafted sponsor-integrated interview questions tailored for celebrity talent on the red carpet, aligning brand messaging with the cultural energy of the event. Additionally, I produced three unique branded spots that aired during the Hip Hop Awards broadcast, successfully blending editorial storytelling with client goals.
