ABC Always-On Content

ROLE
Senior Producer / Creative Lead — Format Development, Creative Direction, Writing, Talent Direction, Post Oversight

The Challenge

ABC’s social channels couldn’t rely only on episode promos and tune-in messaging.

We needed evergreen content that could live between premieres and finales, feel unmistakably connected to ABC talent and shows, and still be flexible enough to work across very different franchises.

The Approach

Build formats around people and behavior, not individual episodes.

We created repeatable content franchises that let talent bring their personalities into the work while still connecting back to the shows audiences knew them from.

The system could stretch across locations, scripted casts, reality talent and one-off concepts without making every piece feel like the same template.

One format, different worlds

The dynamic structure and original prompts stayed recognizable while each cast and setting supplied the personality

Superlatives

Talent-led deep dives into the things they genuinely cared about, giving ABC evergreen content showcasing their connection to their talent

All About

When a franchise format wasn’t the right fit, we built bespoke ideas around what made the show distinctive

Built for the Show

Where I Came In

  • SAW THE OPPORTUNITY

    • I saw editorial outlets turning celebrity access into repeatable digital franchises and pushed for ABC to do the same, using the network’s own talent and IP to build audience attention directly rather than handing that opportunity to outside publishers

  • CREATED THE CONTENT SYSTEM

    • Developed repeatable franchises like Superlatives and All About that could travel across ABC properties while still feeling specific to each cast and show

  • MADE THE EDITORIAL CALLS

    • Determined when an existing format could work as well as when a property needed something bespoke around its premise, talent or audience

  • SHAPED TALENT + EXECUTION

    • Wrote prompts and structures, directed casts during capture, and adapted concepts around different personalities, locations and production realities