Bretman Rock
THE ART OF THE CAREER
The Brief :
How do you take Talent that is deemed “not Brand Safe” and build a multi million dollar Business without forcing him to minimize himself or sacrifice his personality to achieve success? How do you re-brand and re-direct raw Talent into something beyond an “Influencer?” How do you pave way for something different and bold to profit in Mainstream success? How do you pave way for Authenticity to shine in a world that forces you to fit in?
How do you build a career fit for a Digital Superstar?
The Result :
The Power of Strategy, Patience, Persistence
The bulk of the work completed during my Tenure leading the Bretman Rock Account was simply to get him access to the same level of opportunity offered to his peers. It seems unthinkable now, but when I began there was a gap between what was offered to Bretman and what was offered to other Creators of his same level. A noticeable gap because he was not seen as “Brand Friendly” and, at the time, this was seen as an obstacle, not a superpower. Therefore every deal, every negotiation, every campaign became a Creative and Strategic opportunity to move us closer to proving he was worthy of the caliber of opportunities we were looking for, without having to sacrifice his spirit. I worked to prove that Authenticity reigns supreme; Authenticity and Originality is the Marketing standard of the Future.
At the end of our Four years, it is clear that strategy paid off. Below is a small sample of the magic we created together.
![You'reThatBitchFINAL[21].jpg](https://images.squarespace-cdn.com/content/v1/66df5052169ce7584d75dac6/2398aabb-2dbb-4f3f-b7d2-160e3565a790/You%27reThatBitchFINAL%5B21%5D.jpg)
![Copy of [EXT] Bench x Bretman Rock (1).jpg](https://images.squarespace-cdn.com/content/v1/66df5052169ce7584d75dac6/65179a06-c9c5-4d56-8b53-54f29764fc28/Copy+of+%5BEXT%5D+Bench+x+Bretman+Rock+%281%29.jpg)
MTV's Following: Bretman Rock
When MTV approached us in 2017 to produce a show around Bretman - it felt clear what needed to be done: showcasing the intimacies of his life in a way Social Media could not. I worked closely with the Producers and MTV Digital Team to ensure we produced a Reality show in a holistic way; in a way that offered depth, substance, healing, and humor without needing to rely on drama and false narratives to carry a storyline. The show received numerous accolades, was a 2023 Emmy Contender, and had an incredible impact on Bretman’s audience.
YouTube Originals
30 Days With: Bretman Rock
When YouTube approached us with the opportunity to develop and pitch our own long format show Bretman and I developed something that felt defiant to what you might expect to see of him at that time in his career. Bretman spent a week alone in the Jungle, surviving, foraging, building his own shelter, cooking his own food, re connecting with nature and unplugging from the World as he knew it. A docu-style social experiment to see if a chronically online Social Star could handle survival in the wild.
The original show won a Streamy in 2021 for Show of the Year.
Early on, I fought hard to negotiate Commercial Style work for Bretman in lieu of “Sponsored Posts.” In an effort to protect his audience engagement and offer them something with more depth than simply holding up a product with a smile. Most importantly - to showcase the full power of his Comedic Skill and Star Power.
Commercial Work
Klarna Holiday Campaign
Klarna Global Ambassador
Benefit Cosmetics
SIMS 4 Campaign
Google x Paper Mag
Maybelline Falsies Campaign
ft Martha Stewart