PARTY WITH YOUR FAVORITE ARTISTS AT MUSIC’S MOST ANTICIPATED PARTY

The 2022 VMAs were a celebration of music’s biggest stars and even bigger moments. With three rap icons hosting (LL Cool J, Nicki Minaj, and Jack Harlow) standout performances from Lizzo, BLACKPINK, Bad Bunny, and more, this year’s show demanded a campaign that was as dynamic, diverse, and high-voltage as the talent itself.

• Campaign Concept: Co-developed a bold, high-energy creative approach matching the VMAs’ vibe.

• Track Selection: Advocated strongly to secure Charli XCX’s “Hot In It” as the campaign anthem.

• Promo Writing: Led scripting for hero spots, countdowns, and talent promos teasing key moments.

• Social-First Content: Created platform-native copy and edits optimized for TikTok, Instagram, and Twitter.

• Tone & Messaging: Maintained a cheeky, hype voice consistent across all campaign assets.

• Cross-Team Collaboration: Aligned creative with art, music, social, and media partners from start to finish.

Results: The 2022 VMAs delivered across every platform, driving a 14% increase in total minutes consumed, a 3% lift in linear viewership, and over 40 million social interactions, making it the most social telecast of the year, outpacing even the Super Bowl and Oscars. From Bad Bunny’s headline-making performance at Yankee Stadium to Taylor Swift’s surprise album announcement, the show sparked viral moments, global fan engagement, and a cultural footprint that extended far beyond broadcast.

CREDIT: SVP/Director: Anthony Gelsomino VP, Production: Joyeux Noel VP, Design: Robert Postotnik Creative Director: Bex Schwartz Sr. Writer/Producer: Cam Ly Sr. Writer/Producer: Gianna Orzo Supervising Producer: Suzana Ognjanovic Production Coordinator: Peter Kim Design Producer: Sharyn Flanagan GFX Producer: Andy Polack