Apple tv+ - social copywriter

I’m currently a social copywriter for Apple TV+ and Apple Original Films, meaning I work with a team of wickedly talented folks at Dentsu Creative to be the brand voice of a major streaming service across X, Instagram, TikTok, and Facebook.

From “Film Twitter” to an actual tv/film studio’s twitter, baby!

“ALWAYS ON” - Social at the speed of social media

As an “always on” social specialist, I’m constantly tuned in to the “discourse” and cultural conversation, looking for ways to tie in Apple’s library of titles to the current moment, pitching content both in real time to clients over Slack, and in more formal daily/weekly/monthly meetings. Here are some of my favorite posts (the screengrabs are from X, but most of these were crossposted across Instagram as well):

Severance

On the occasion of NYC’s first major snowfall in years, I pitched this image from Severance that nods to the fact that the characters in the show don’t actually remember going to work.

Ted Lasso

To capitalize on the enthusiasm for the film Challengers, I pitched this still of an infamous Apple TV+ love triangle set in the world of sports.

Criminal Record

With this post, I leaned into the cultural conversation surrounding True Detective: Night Country by suggesting the similarities between the two series.

Masters of the Air

Sometimes, you don’t need copy. You just need to take a moment to salute some hot, shirtless pilots.

Constellation

After SpaceX made a successful rocket launch, I tied that event into the sci-fi series Constellation, set in the world of space exploration.

Brand-Wide Moments

Aside from the day to day work of live social, I’ve had the chance to work on several extensive, brand-wide moments that showcase the range and emotional impact of Apple TV+’s programming. My team and I have concepted, pitched, and executed pieces that tap into particular moods, whether they be bittersweet (New Year’s), moving (Black History Month), complicated (Women’s History Month), or silly (April Fools).

“A toast to bitter farewells and sweet beginnings” - featuring 23 titles that aired in 2023.

“The Future is Vast. Take Up Space” - a compilation of Apple’s extensive sci-fi catalog featuring black talent.

For Valentine’s Day - a tribute to the risk innate in opening yourself up to the possibility of love.

For Women’s History Month - a celebration of the ways women (and the women of Apple TV+) are perfect in their imperfections. The “Women Are Perfect” concept was also supported by 31 days of clips showcasing the diverse and complicated women who are part of the Apple TV+ stable.

Fast Horses.

Coming (really) soon to Apple TV+ pic.twitter.com/9tTSOOOaqo
— Apple TV (@AppleTV) April 1, 2024

On a lighter note, for April Fools Day - instead of pulling a corporate stunt that might backfire or alienate fans, we leaned into the silliness of the day by posting a sped-up scene from Slow Horses, complete with a chipmunk-voiced Gary Oldman. Slow Horses but fast. Fast Horses!

TITLE WORK - show EXPERT Mode unlocked

On an editorial level, I’ve combed through specific shows and films to pull out engaging clips and moments for our followers on social. Navigating talent approvals and spoilers isn’t always easy, but it’s so rewarding to get one of those “needle in the haystack” moments:

I picked a particularly cinematic moment in Sugar to tap into the enthusiasm amongst movie nerds for the show’s unusual editing. My copy is also targeted to that demo!

I identified that the fandom for ATV’s sci-fi mystery series Constellation wasn’t on X or Instagram - it was on Reddit, where viewers were dissecting every little piece of the puzzle in daily discussions. To lean into that insight, I asked star Noomi Rapace to record a video of giving viewers clues to “map out” the mysteries in advance of the finale and a scheduled Reddit AMA.

What better way to introduce the legendary Carol Burnett’s role in ATV’s Palm Royale than with such an exuberant showcase of costumes and camp?

How to celebrate Palm Royale star Kristen Wiig joining the SNL “Five Timers Club” without mentioning SNL? By alluding to the milestone by posting an Instagram carousel of five stills of Kristen’s character Maxine hosting guests on Palm Royale. “Kristen Wiig hosting five times.” Quoth Laura Dern - “Brilliant”