ORIGINALFORMATS.LASTINGFRANCHISES.

I develop original content formats, lead creative teams, and build video franchises audiences return to.

Explore the work ▸Watch the reel ▸

Franchises I developed and ran

15.8M views

WIRED / Condé Nast · 2021–2024 · Showrunner

WIRED Autocomplete Interview

Celebrities and experts answer the internet's most-searched questions about themselves.

1.6B+ views

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5.6M views

WIRED / Condé Nast · 2021–2024 · Showrunner

5 Levels

One expert explains a single concept five times, once for each level of difficulty.

100M+ views

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9M views

WIRED / Condé Nast · 2023 · Director

50 Most Googled Questions

A cast answers the fifty questions the internet most wants answered about their show.

58M+ views

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2.9M views

SiriusXM · 2020–2021 · Creator

Reverse The Verse

Musicians hear their songs played backwards and have to guess what they are in 10 seconds or less.

4.8M views

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SiriusXM · 2021 · Creator

Worth The Hype

Musicians rate the career-defining firsts most people never get to have — first radio play, first sold-out crowd, first private jet — as overhyped or underhyped.

Lizzo · Ed Sheeran · Shawn Mendes

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2.5M views

Nickelodeon / Paramount · 2019 · Creator

Inside Bikini Bottom

Answers the SpongeBob questions fans have argued about for two decades — starting with what Mr. Krabs is actually worth.

16.7M+ views

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Nickelodeon / Paramount · 2018–2019 · Creator

Nick on the Street

Everyday New Yorkers get put on the spot with Nickelodeon trivia and dares.

451K+ engagements

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Teachable · 2025–present · Creator / EP

Teachable Originals

A full slate built from scratch — 10 recurring franchises across long-form and short-form, each with its own premise, structure and recurring talent.

10 franchises

See the slate ▸

1.6B+

Lifetime views on WIRED Autocomplete Interview.

The most-watched video franchise in Condé Nast history, across 378 episodes. I ran it as showrunner for three years.

Licensed by Netflix

The franchise streams on Netflix — a YouTube interview format acquired for subscription television.

See it on Netflix ↗

Parodied by Saturday Night Live

SNL wrote a sketch about the format. A parody only lands if the audience already knows the original by heart.

Watch the sketch ↗

Numbers,
Not adjectives

1.6B+

Franchise lifetime views

WIRED Autocomplete Interview — the most-watched video franchise in Condé Nast history. I ran it as showrunner, 2021–2024.

— 378 episodes
— Parodied by Saturday Night Live

NETFLIX

Now streaming

WIRED Autocomplete Interview

10+

years

in content strategy, video production, and brand-building

+150%

impressions

in under a year

~5x

baseline engagement

average performance of franchise content vs. non-franchise content

18%

engagement rate

on franchise content

Webby

Award nominee, 2024

"Mathematician Explains Infinity in 5 Levels of Difficulty"

MTV VMAs

Comic-Con, VidCon, VMAs

Nick on the Street shot on location at all three events

6-Figure

content budgets

and double-digit content production teams

Most brands build content calendars. I believe they should build intellectual property.

A calendar is disposable — a slot to fill, then forget. A franchise compounds. It has a premise you can recognize in one frame, a structure you can infinitely repeat, and a role in the funnel that gives it a reason to exist. Run enough of them at once, across the right audience journey stages, and they stop being just an awareness play. They become a content ecosystem that drives business results.

I've spent the last decade building that content operating system for brands. At WIRED, I took over the highest-performing social video franchise in Condé Nast history and scaled it past 300 episodes — and managed another franchise that earned a Webby nomination. At SiriusXM, I created the company's first original social video franchise, resulting in millions of views and engagements across platforms. At Nickelodeon, I created a franchise that wound up on the VMAs red carpet. At Teachable, I'm doing it again, but in the technology industry: building a content franchise architecture designed to increase brand and product awareness, consideration, and conversion.

The best marketing doesn't pay to interrupt attention. It creates something worth paying attention to.

Development, production,
learning, expansion

01
Development
Premise, structure, talent — defined before a camera moves.
02
Production
Repeatable formats a team can run at volume without losing the thread.
03
Audience learning
Measure against the format’s own KPI, then act on what it says.
04
Franchise expansion
Scale the winners, spin off what works, retire what doesn’t.

The full approach ▸

Original format

Season 1 in post-production

Stairclimber Stories

True stories. Rising stakes.

People tell the wildest, funniest, most emotional, or life-changing true story they've ever lived through — while climbing a StairMaster.

The mechanic

A host climbs opposite the guest, reacting and asking follow-up questions. Every 60 seconds both machines get faster, so as the story builds toward its climax, the physical challenge intensifies with it — for host and guest alike.

Simple, repeatable, visually distinctive, and purpose-built for YouTube, Instagram and TikTok.

My role