October 2018

New York, NY

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As Chief Creative (Host), I collaborated with Wicked's original Galinda, actress Kristin Chenoweth, to provide creative vision and direction for her role throughout the primetime television special as host and performer. Together, we wrote the script, including dialogue and jokes.

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As Star Stylist, I worked with internationally acclaimed fashion designer Christian Siriano to secure his designs for all of Ms. Chenoweth's wardrobe, including the custom-made, only-one-in-existence pink feathered gown she wears as she sings the musical number "Popular."

 

As CreativeDirector for the "Popular" segment, I was asked to come up with a "new way" for Ms. Chenoweth to perform the her iconic song from the musical Wicked. Internally, we had just completed a sponsored social media campaign on Ms. Chenoweth's social channels, and I used the short gap between partnerships to spearhead an initiative of my own to increase her followers. After this version of "Popular" went viral following this television appearance, we integrated it into Ms. Chenoweth's live concerts, where it immediately became the show-stopping number fans went wild for.

 

After 15 years on Broadway, the Galinda standing before us  knows that to remain "popular" in today's world, one needs a tremendous and ever-growing list of followers on all social media accounts. Out of the goodness of her heart, she teaches us how this is achieved, in song, of course.

 

In a shocking, never-before-seen concert moment, Galinda tells the audience to turn on their cell phones, she's giving them each a gift: their own copy of Kristin Chenoweth singing "Popular," and no one will get in trouble for recording it. But hurry up, because the ushers are back from their break in 5.

 

Audiences go wild as Kristin sings the song. She hams it up for each cell phone holder she comes to... She dives from the stage and walks through the aisles, and takes selfies with audience members' cell phones, all while she navigates new lyrics and busts out new dance moves; the live concert version even includes an Instagram Live broadcast from Ms. Chenoweth's personal cell phone on stage.

 

Immediately after the NBC's special featuring Kristin's lessons on social media popularity, she gained +12,500 new followers on Instagram and almost 10,000 new  followers on Twitter.

 

After her live concerts on tour, the song has increased her followers' engagements by an average of 650%.