As Creative Director and Campaign Lead, I redefined Untold into Netflix’s own answer to ESPN’s 30 for 30—a premium, serialized sports documentary brand built on cultural relevance, emotional storytelling, and global reach.

At a time when Netflix Sports was evolving from individual titles into a cohesive brand identity, I helped position Untold as the cornerstone of that shift. I led the development of our new creative platform—“The story is deeper than the sport”—which became the foundation for Netflix’s broader sports marketing strategy.

To elevate the brand and ignite cultural conversation, I partnered with the Netflix Consumer Products team and luxury brand KillSpencer to produce custom, athlete-inspired pieces: football jerseys for Tim Tebow and the University of Florida team, a bespoke football for Johnny Manziel, and custom boxing gloves for Jake Paul. This initiative drove significant pre-launch buzz, trending on Twitter and generating millions of impressions before release.

The campaign crescendoed with a custom :30 TV spot for “Untold: Swamp Kings,” airing during the opening SEC game on ESPN, which spiked viewership across the entire Untold library. Volume 3 went on to achieve the highest view rates in franchise history, solidifying Untold as Netflix’s flagship sports doc brand and a template for storytelling beyond the game.