Ross | Kismet
Gen Z doesn't watch TV, so Gen Z doesn't watch ads. We made a show instead. Kismet is a five-episode social miniseries for Ross. It was a dream project. We ran the team like a TV production, wrote a screenplay, and built a show bible before director outreach. These were crucial steps for understanding the material, the characters and their motivations. We cast influencers with actual acting chops and made highly crafted branded content that felt nothing like an ad. All with the aim of reaching an audience that's allergic to being sold.

Role: Executive Creative Director, McKinney
Director: Emma Weinswig

Launch:
We kicked things off with a teaser, building hype with fans of the brand and our influencer’s networks.

The Films:
One moment, told through four different points of view, about four people who are destined for connection.

Kismet:
We all love to binge. We released the first four episodes of our social miniseries on the same day, saving the epilogue for last.

Meet the Cast:
To behave like entertainment, we shot extra content of our cast, giving people a glimpse of their personalities and chemistry. All in the effort of building engagement around the brand without having to oversell it.