Freeform
AOR Social Campaign, Brand System
Freeform approached us with a unique challenge: promoting a diverse content library that spans nostalgic early-2000s dramas to new forays into reality TV, true crime, and docuseries. With an audience ranging from long-time loyalists to Gen Z newcomers, the social strategy had to be versatile and purpose-driven.
We partnered with their team to refresh their social templates, bringing a clean, modern design system that aligned with Freeform’s brand while injecting fresh energy. The result was flexible, platform-forward content that resonated with both new and nostalgic viewers.
ROLE: Associate Creative Director
CLIENT: Freeform (Disney)
AGENCY: BOND
Redefining Repeatable Content
We began by auditing Freeform’s existing social templates, with the goal of simplifying the design language and putting greater emphasis on their most recognizable asset: their characters. This led to a refreshed brand playbook that modernized their social presence while staying true to their identity.
For example, I reimagined the linear lineup template by shifting from text-heavy lists to a video-first approach. I restructured the format into a multi-panel carousel for easier, more engaging storytelling.
Fan-First Content
Beyond templates, we pitched and developed monthly content that tapped into emerging social trends and celebrated fan-favorite moments, all through an editorial, fan-first lens.
Debuting Project Runway
To support the high-profile launch of Project Runway’s latest season on Freeform, I concepted and produced social stunts to spotlight the all-star judging panel, including: Heidi Klum, Christian Siriano, Nina Garcia, and Law Roach. I shot and directed this faux FaceTime video call using Riverside.fm software to playfully announce their return.
Creative
Ariel Roth Associate Creative Director
Jessica Trinh Lead Designer
Gabriela Alvarado, Chad Swanson, Iris Sun, Noah Estep Designers
Nolan Ford, Dimas Corona Video Editors
Accounts
Elizabeth Bassett Senior Account Director
Ariana Norvelle Account Manager
Annette Segreto Account Coordinator
Sofia Silerio Project Coordinator
Strategy + Copy
Alyssa Hill, Jessica Cooper Strategists
Juliet Brooks, Brian Freia Copywriters
Betsy Roberts, Hannah Koch Community Managers