My Role: Producer, Director, Editor

Challenge

For Halloween 2024, I supported Max and its LGBTQ+ platform Human By Orientation in its effort to expand how it positioned theatrical releases—especially seasonal classics like horror films—for its rapidly growing queer audience on social media. We wanted to go beyond traditional promotion, leveraging TikTok-native storytelling to make Max the go-to streaming destination for Halloween movies, past and present.

The strategy was rooted in two key cultural insights:

• The deep connection between queer audiences and the horror genre—particularly films like Scream, which have long held a special place in LGBTQ+ pop culture.

• The evolving language of social media, particularly how TikTok creators use humor, irreverence, and community-driven formats to make content feel personal and relevant.

I conceived, produced, directed, and edited an original TikTok-optimized watch-along series, tapping into the energy and humor of queer creators to bring the Scream franchise to life in a way that felt authentic, entertaining, and perfectly native to the platform. Originally planned as a three-video project, I re-strategized mid-production to expand it to nine videos, maximizing ROI and testing different storytelling approaches to extend audience engagement throughout the series.

Strategy & Execution

To create something that felt as funny and fearless as the films themselves, I designed an original series starring queer comedians Jade Fox and Joe Hegyes, known for their sharp wit, pop culture fluency, and dedicated LGBTQ+ followings. Their dynamic chemistry turned each installment into an unapologetically queer, fast-paced, and hilariously self-aware spectacle.

I ensured the visual and creative direction balanced a high-production aesthetic with TikTok’s DIY sensibility, making every moment feel polished yet organic. Each of the nine installments was tailored to a specific Scream film, with meticulously crafted thematic set designs, custom props, and deep-cut references that diehard horror fans would appreciate.

From casting and prop sourcing to production design and live direction, I ensured that every detail contributed to an immersive, high-energy viewing experience that felt as much like a performance piece as a social-first marketing campaign. I also kept the all-queer production team engaged on set, creating an environment where our hosts could improvise, banter, and lean fully into the comedic chaos that made the final edits so electric.

With a tight timeline and budget, I directed and edited all nine videos, fine-tuning pacing, comedic timing, and visual styling to optimize engagement. The result was a series that blended sharp humor, high camp, and queer irreverence, positioning Max at the center of the Halloween horror conversation while delivering an experience that felt tailor-made for our audience.

Results

The Watching Scream series delivered both creative impact and strong performance, proving the value of LGBTQ+ creator-driven storytelling and social-native theatrical marketing. It has also been listed as a finalist in the 2025 Shorty Awards in two categories: Comedy Video and Entertainment.

TikTok Performance
215K+ views
22.7K+ engagements

Instagram Performance
41K+ views
738 engagements

Beyond the numbers, the series established a blueprint for integrating theatrical content into community-driven digital storytelling, proving that seasonal film promotion can be as fun, irreverent, and culturally relevant as the movies themselves.