Creative Direction for the BET+ Platform Experience

Led creative direction for BET+, shaping the platform’s visual campaigns and promotional presence across streaming environments and distribution partners. The work focused on building cohesive visual systems, enhancing discoverability, and driving audience engagement through curated collections and platform storytelling.

Oversaw visual consistency and campaign deployment across major distribution platforms including Amazon, Apple TV, Roku, Google, DISH, and additional partner environments.

Developed visual campaigns across platform and marketing placements including in-app promotions, paid social, digital display, email and CRM touchpoints, and partner distribution environments, ensuring a cohesive brand experience across all audience touchpoints.

Developed a unified visual language across the BET+ platform, ensuring consistency between key art, promotional banners, and seasonal collections. The approach balanced cinematic storytelling with clarity and scalability across multiple screen environments.

Campaign executions included seasonal programming collections, content promotions, and curated experiences designed to guide user discovery and increase engagement. Each initiative prioritized clarity, emotional resonance, and platform performance.

The campaigns strengthened platform cohesion and enhanced content discoverability, supporting subscriber engagement as BET+ experienced rapid growth, surpassing 3 million subscribers and becoming a key driver of BET’s digital expansion. The work contributed to reinforcing the platform’s cultural relevance and visibility across distribution partners.