The Last Don of Providence
A multi-platform campaign that drove record engagement and streaming growth
To launch The Last Don of Providence, a documentary I helped produce, I developed the creative campaign designed to feel as cinematic and gripping as the series itself. The goal was simple: stop viewers in their tracks and drive them to our new WPRI 12+ streaming app. From broadcast to social and street-level marketing, every piece worked together to create buzz, urgency and curiosity... turning our locally produced documentary into a must-watch event. Watch the flagship promo above!
ROLES:
Promotional Campaign: Creative Lead / Writer / Producer / Editor / Art Director
Documentary Production: Sr Producer / Shooter / Editor / Graphic Designer
SCOPE:
Broadcast / Streaming / Social / OOH & Guerrilla
IMPACT:
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Record WPRI 12+ app downloads
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All 4 episodes were among Nexstar's most-watched content across 200+ stations
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Emmy-nominated campaign and docuseries
Additional Promo Spots
Billboard / OOH
Extended the campaign into the real world
to maximize visibility.
Social + Digital
Scroll-stopping engagement across all platforms.
Guerrilla
Scrappy, street-level placement designed to spark curiosity and local buzz.
News Integration
Leveraged existing newscast audiences to drive streaming behavior.
Bonus clip of me on Behind the Story, a podcast on WPRI12+. Here I chat with the guys about my creative process and making a graphical look for the documentary.