PARTY WITH YOUR FAVORITE ARTISTS AT THE MTV VIDEO MUSIC AWARDS

Overview: 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.

My Role: As Senior Writer/Producer, I helped shape the narrative voice of the campaign, from scripting high-energy promo spots to crafting the social language that got fans hyped. I collaborated with art directors, editors, and social leads to ensure the creative felt cohesive, unexpected, and true to the show’s DNA.

• 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.