Background: tbs produced an original series from Nasim Pedrad called CHAD - a comedy about a 14 year old Persian American boy (played by Nasim herself) growing up in America stuck between cultures. This was the only new comedy series to launch on tbs in 2021 and the network had high expectations for its performance.

Strategy: Develop a 360 campaign that puts a mirror to Chad’s experiences in the series, drawing on Persian culture and American pop-culture through social-forward custom content, influencer integrations, celebrity appearances, fashion and music exclusives, and unique brand partnerships.

Responsibilities: I led overall campaign strategy, managed numerous agencies, developed media plans and executed/trafficked assets, collaborated on over 60 unique pieces of content across linear/digital/social, negotiated influencer and brand partnership deals, and project managed the campaign.