To build excitement for Prime Video’s new series Citadel, NBCUniversal created a 360° campaign that brought the show’s themes of spies, lies, and allies to life through premium integrations and authentic talent storytelling. The centerpiece featured Top Chef alums Evelyn Garcia and Shota Nakajima in a mysterious cook-off where nothing was as it seemed—each chef used a secret ingredient while trying to guess their opponent’s. The 60-second spot, woven with Citadel footage, aired during Top Chef Season 20 with a call-to-action to watch the series premiere the following day. Bravo’s social handles and Top Chef talent amplified the campaign across platforms.

As the lead for all Amazon lines of business, I played a key role in securing this unique partnership with Amazon Prime Video—an especially notable achievement as it involved a collaboration with a competitive streaming platform. I worked closely with leadership and legal teams to negotiate terms and ensure we could execute and promote the series within NBCU’s ecosystem. Once approved, I managed the cross-functional workstreams, guiding creative ideation, production, and promotional execution in collaboration with internal partners and stakeholders.

The campaign not only captivated audiences but also delivered exceptional performance results. Viewers reported significantly higher likeability and brand opinion scores compared to custom content norms, along with a notable lift in online search activity for Citadel following the campaign’s Top Chef airings—outperforming similar promotions on competitive networks. The campaign’s Post-VVR was significantly higher than the 2022 benchmark, reflecting the strength of both the creative concept and its execution.