NETFLIX | RIVERDALE
DIRECTOR / PRODUCER / BRAND MANAGER / CREATIVE / STRATEGIST
2017
STRATEGY
Leading up to the season finale of Riverdale S1, Jughead had yet to eat a single hamburger. This rightfully upset our biggest fans. Knowing that a Jughead burger scene would air in the season finale, we set out to steal the social conversation by releasing this minute long video of Jughead sensually devouring a burger right before the episode aired.
Riverdale fans collectively lost their minds and thanked Netflix for truly understanding their fandom. As of writing, over 10 million people have experienced serious sexual confusion over a single hamburger.
I concepted and directed the video shoot, working closely with Cole Sprouse to capture the exact tone the internet didn’t know it needed—sensual, absurd, and a little unhinged. From framing to performance direction, every shot was designed to turn a single burger bite into a cultural moment.
CREATIVE
