ABC
Social & Digital
Art Directed on ABC’s AOR account, leading entertainment campaign creative across broadcast, streaming, and digital platforms for titles including Abbott Elementary, Extreme Makeover: Home Edition, The Bachelor, Match Game, and digital takeovers for the Oscars and Emmys. Developed campaign concepts, social and digital assets, visual systems, and platform-specific creative supporting audience engagement, tune-in, and brand consistency across high-profile entertainment properties.
Abbott Elementary Social Media & Paid Media
Art Direction: Rob Smallwood | Editor: Tanner Vonnahme
Motion Design: Casey Mitchel
Led creative direction for Season 4 of Abbott Elementary social and digital media campaigns for ABC, developing award-winning creative that translated trending social behaviors through the lens of the show’s environment, characters, humor, and cultural voice. Partnered closely with the network to concept and execute platform-native campaigns for TikTok inspired by viral formats including ASMR, dancehall-style edits, and senior superlative derived from the Core trends also found on TikTok, driving audience engagement and expanding the show’s social conversation across digital channels.
ABBOTT ASMR
Why / Strategy
The goal behind Abbott ASMR was to take a popular social behavior and make it feel completely native to the world of Abbott Elementary. ABC wanted the campaign to lean into trending formats, but not in a way that felt forced or disconnected from the show. ASMR gave us a perfect opportunity to use the textures, sounds, and awkwardly funny details of a school environment — pencils, papers, whispers, classroom supplies, hallway moments — and turn them into a piece of content that felt both trend-aware and unmistakably Abbott.
By filtering the ASMR trend through the show’s tone, characters, and workplace comedy setting, the asset became more than a trend execution. It became a fan-first extension of the series. The result was a social piece that felt playful, timely, and deeply connected to the audience, helping it become a major hit with fans and ultimately earn a Shorty recognition.
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Paid Media : Pentrerist
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END CARD Senior Superlatives
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Paid Social Announcement
Extreme Makeover: Home Edition
Art Direction: Rob Smallwood | Editor: Tanner Vonnahme
Motion Design: Casey Mitchel
Led hands on creative direction for the launch campaign of ABC’s new Extreme Makeover: Home Edition reboot while the series was still in production and limited show assets were available. Developed the campaign’s visual tone, iconography, and animation style from the ground up, creating a flexible system for digital and social rollout. The creative leaned into a more behind-the-scenes approach, introducing the leading women of the show while building warmth, trust, and anticipation around the new IP. Deliverables included social assets, digital campaign creative, website takeover elements, and triggered animations designed to create a cohesive launch presence across platforms.
Organic Social
The Golden Bachelor — Digital Takeover Assets
Led hands-on creative development for The Golden Bachelor digital takeover assets as part of ABC’s AOR account, translating the show’s campy, romantic, and intentionally playful tone into premium digital placements. The creative leaned into the franchise’s golden-era dating charm, using bold type, warm color, polished motion, and cheeky visual moments to create an attention-grabbing takeover experience that felt both elevated and entertaining. The result extended the campaign beyond social, giving the show a larger digital presence while staying true to its nostalgic, feel-good appeal.
Because the piece needed to communicate a sense of progress and transformation, I created a custom type treatment and animated typography system that visually echoed the show’s concept. The result was a fast, flexible design language that made the asset feel intentional, in-motion, and connected to the larger campaign idea.
Created a paid Pinterest video asset using a Photoshop-based animation workflow, breaking the concept into storyboards, layered cutouts, and modular visual elements for motion. This process allowed the team to quickly plan transitions, control pacing, and build a polished animated piece from static design frames while maintaining campaign consistency across the final deliverable.
The Golden Bachelor — Digital & Social Campaign
Art Direction: Rob Smallwood | Editor: Rob Smallwood
Motion Design: Casey Mitchel
Led hands-on creative development for The Golden Bachelor as part of ABC’s major AOR account, translating the client’s directive for a campy, playful, and intentionally cheesy social campaign into platform-ready digital creative. The campaign leaned into the show’s romantic nostalgia, humor, and larger-than-life reality TV tone to connect with a middle-aged, Middle America audience. Developed social and digital assets that embraced the charm of the franchise while making the creative feel accessible, entertaining, and culturally in tune with the audience.
Organic Social
Paid Social Announcement
Organic Social
ABC AOR — Emmys & Oscars Digital Takeovers
Art Direction: Rob Smallwood Editor: Casey Mitchel
Design: Lesley Bayran
Led creative development and execution for premium digital takeover assets supporting ABC’s 2024 Emmys and 2025 Oscars campaigns. As part of the ABC AOR account, the work focused on translating each live event’s prestige, energy, and cultural relevance into high-impact digital placements designed to drive awareness and tune-in. The creative balanced event-level polish with platform-specific execution, using bold typography, motion, key art, and modular layouts to create cohesive takeover experiences across digital environments. Each campaign was built to feel elevated, immediate, and unmistakably tied to the scale of ABC’s live entertainment programming.