stranger things @NETFlix
Highlights - Secured global interactive deals, a global comic book deal and a global publishing deal. Created the Stranger Things brand-bible and a wrote a five year cross-divisional road-map for the brand. Built trust with the show-runners to allow original creative development.
All these projects were strategically planned to launch as bridge content for fans between seasons 2 and 3, paving the way to increase the global success of this amazing entertainment well into the future.
As the Global Franchise Development lead at Netflix I had the opportunity to work on Stranger Things with Matt & Ross Duffer, the creators of the show. Both of them are visionary beyond their years. Their passion for each thoughtful moment of content on screen was both inspiring and contagious for my franchise work on Stranger Things.
My goal was to understand their vision for storylines surrounding the series so I could go about creating compelling experiences for consumers in publishing and interactive, in addition to strategically guiding the development of all consumer products.
I crafted a multi-year franchise plan that outlined the entire world of Stranger Things from content to marketing, publishing, interactive, live events and consumer products releases. Understanding the landscape enabled us to synchronize and orchestrate an ebb and flow of activity to drive fan engagement around Stranger Things throughout each year. As a companion piece to the franchise plan, I created a Stranger Things brand bible to help guide internal and external partners around the world. The brand bible lays out the DNA of the brand (lore, characters, world and storylines), the details that make Stranger Things so familiar yet original, and a comprehensive analysis and understanding of how to engage the fans of the series.
Having established the big picture road map for the series, I then worked to secure world-building partnerships for Stranger Things that allow fans to experience the intellectual property in new, and more personal ways. Collaborating with Matt & Ross, we developed original storylines for partners to explore that would be additive to the Stranger Things world. Anchoring publishing with Penguin Random House and comics & graphic novels with Dark Horse provided trusted creative partners with global distribution. I also signed Telltale Games to develop the next version of their signature branching narrative games for Stranger Things, to give fans their first immersive and personal Stranger Things experience.