THE RIGHTEOUS GEMSTONES:

SCOPE: SOCIAL MEDIA STRATEGY, DESIGN/CONTENT

As the Creative Director, I developed the social strategy and content for The Righteous Gemstones on HBO Max, capturing the show’s signature blend of satire and over-the-top humor. Our goal was to build excitement for the new season while engaging fans through bold, interactive content.

We created stylized videos and stories that leaned into the show’s irreverent tone, including “The Gemstone Tenets,” a cheeky spin on the family’s twisted evangelism, and biblical-themed character pieces like the “Book of Jesse.” The campaign also highlighted high-energy activations, such as Danny McBride’s NASCAR event and a monster truck pop-up, with exclusive behind-the-scenes content.

The result? A 10% increase in viewership from the previous season—proving that the Gemstones' gospel reached audiences far and wide.

I spearheaded this campaign as the Creative Director at HomeBrew Agency.