As Creative Director and Campaign Lead, I developed and executed the global marketing strategy for Arnold, the definitive three-part docuseries chronicling Arnold Schwarzenegger’s life and legacy.

When the project began, the challenge was to honor a global icon while breaking through an already saturated cultural landscape - especially as it pertained to icon documentaries. I led cross-functional teams across Creative, Publicity, and Partnerships to craft a bold, culturally resonant rollout.

We collaborated directly with Arnold’s personal team on a custom shoot that premiered to over 30 million views in its first week, and partnered with his social team to drive one of his Top 10 most-engaged Instagram posts of all time. I spearheaded a partnership with Gold’s Gym Venice takeover, transforming its iconic front display into a live event space featuring exclusive key art, branded installations, and meet-and-greet moments with Arnold himself.

Working alongside Netflix’s Global Partnerships and Gold’s Gym Corporate, we secured in-gym trailer placements and integrated content across screens nationwide. The docuseries debuted at #2 in the U.S. and #6 globally, generating 535M+ impressions within 24 hours, with continued engagement through Arnold’s email newsletter - The Pump Club - and global OOH campaigns in Times Square and Sunset Blvd.