I co-led the marketing strategy for The Paper, a workplace comedy set in the universe of The Office, and one of Peacock’s biggest comedy launches in its history. Our strategy was to harness the existing curiosity, and even dubiousness around rebooting such a cultural darling, to remind people that new office jitters were totally normal - but that this is a series fit for the job to stand on its own. The strategy eventually led to a 360 campaign led by the team at Peacock that saturated social, press, OOH, OLV and seemingly every bus that drove by me in NYC in September. The series is off to an incredible start with an 85% on Rotten Tomatoes and a second season already cleared for delivery. It’s also hilarious so if you’re reading this far, please go watch season 1.