When Cheer returned for its second season, I was tasked with reigniting an Emmy Award–winning phenomenon and positioning it as a cornerstone of Netflix’s emerging sports brand narrative.

I partnered with PR and Awards to align creative and cultural strategy, then led the campaign from concept through execution — shaping how the series would reenter the global conversation. I directed Coach Monica in a featurette for Netflix’s Still Watching Netflix brand handle (9.7M followers) and oversaw a custom shoot with the Navarro cheer team to capture fresh, fan-driven content that celebrated both grit and spirit.

To amplify awareness, I produced a 3D billboard takeover in Times Square and co-created one of Netflix’s first TikTok x Netflix live streams — a viral, real-time stunt session that bridged fandom and platform innovation.

The result: a campaign that transformed a hit series into a cultural franchise, driving conversation, community, and recognition for Netflix’s next era of sports storytelling. It spent 4 weeks at #1 for Netflix series