senior creative producer
Integrated Producer driving high-impact entertainment and brand campaigns
10+ years leading complex productions across studios, agencies, and cross-functional teams. Known for turning chaos into clarity and ideas into executed work.
One Direction: This Is Us
SONY PICTURES INTERACTIVE
TRIGGER
ADDISON
As part of the digital campaign supporting the release of One Direction: This Is Us, we created a suite of interactive experiences designed to extend fan engagement beyond the film itself. The goal was to meet fans where they already were online and give them playful, participatory ways to express fandom while driving excitement around the movie’s release.
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I worked across concept development and production, collaborating with designers, developers, and internal stakeholders to bring multiple interactive ideas to life. The work required close coordination, clear timelines, and an understanding of how to balance creativity with technical feasibility.
interactive movie mosaic
We were tasked with creating a global experience that allowed fans to submit their photo and become part of a giant mosaic forming the One Direction: This Is Us movie poster. A selection of fan photos collected through the site was ultimately used on official packaging and physical posters for both the theatrical and home video releases, extending the digital experience into real world marketing.
I supported the launch of the initial site and oversaw updates that expanded submissions to fans in 16 countries across 12 languages. Because the experience collected photos from minors and operated under different international regulations, maintaining accurate, up to date copy decks with country specific legal language and translations was a critical part of the process.
After submissions closed, I managed a Flash developer over several weeks to build the final mosaic experience. The completed site displayed thousands of fan photos and allowed users to locate their individual image using submission data such as name, favorite band member, or country of origin. Once located, fans could share the exact position of their photo within the mosaic directly to Facebook or Twitter, reinforcing both participation and social amplification.
meme generator
To tap into the shareable culture surrounding the band, we developed a meme generator that allowed fans to create and customize their own One Direction themed memes. The tool balanced brand control with creative freedom, ensuring outputs felt authentic while remaining appropriate for wide sharing.
I helped manage production and delivery, aligning creative direction with technical execution to ensure the experience felt intuitive and fun.
quiz
The interactive quiz gave fans a lighthearted way to engage with the band by matching them to a member based on personality driven questions. Designed for easy sharing, the quiz encouraged repeat participation and social amplification.
I worked with creative and development partners to support question development, user flow, and launch coordination.
movie party tumblr
To support the digital and Blu ray release of One Direction: This Is Us, we launched a dedicated Tumblr experience designed to encourage fans to host their own movie night celebrations. The site went live shortly ahead of the December 17, 2013 release and served as a hub for promotional content tied to at home viewing.
The Tumblr featured themed posts, games, and downloadable printables that fans could use during their movie parties, including invitations, name tags, popcorn bags, and wearable accessories. The goal was to turn the release into an interactive, shared experience rather than a passive viewing moment.
All content was unified under the hashtag #1DMovieParty, which invited fans to participate in a coordinated global viewing event on December 20. Fans were encouraged to share photos of their celebrations, creating a sense of community and extending the life of the release across social platforms.
official movie website
The official One Direction: This Is Us movie website served as the central hub for the film’s digital presence. The site housed trailers, film information, and access points to the interactive experiences, providing a cohesive destination for fans.
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I supported production coordination and delivery across creative and technical teams, ensuring the site launched smoothly and integrated seamlessly with the broader interactive campaign.