As Creative Director and campaign lead for Netflix’s true-crime documentary The Perfect Neighbor, I was tasked with turning a Sundance award-winning, police-bodycam-driven film into a must-watch global conversation. I led the end-to-end marketing strategy — from festival positioning and key art to trailer, social, and paid media — with a clear mandate: reach core true-crime fans and elevate the film as a prestige, awards contender.

My team and I engineered a launch that delivered Netflix’s biggest nonfiction trailer debut of the year, driving ~50M organic pre-launch impressions, 24M trailer views, and record engagement across all social platforms. We paired this with highly targeted paid social, securing an additional 29M+ incremental impressions while maintaining above-benchmark engagement, then extended awareness through NYFF with a number of digital billboards across the city directly following trailer release.

Within 14 days of release, the campaign had generated a record number of social impressions as the film hit #1 on Netflix’s U.S. Films Top 10 and became one of the platform’s highest-performing true-crime documentary film to date ever, and outpacing comps like American Murder and The Tinder Swindler. The film’s performance helped fuel major critical recognition — including five Critics Choice Documentary Award wins, Cinema Eye Honors and Gotham nominations. That run cemented The Perfect Neighbor as both a cultural touchpoint and proof of how I build campaigns that turn urgent, complex stories into breakout commercial and awards success.