I was the social strategy and creative lead for Shark Week 2024 paid spend. This video was not part of the talent collaboration strategy, but was placed across Meta and TikTok in various paid placements, garnering 2.3M total spend views over a 7 day period.

Overall, the spend drove 3.5k HBOMax subscriptions with a 31% lower CPA than the US HBOMax target on average in 2024.

This was designed in the mode of a “reaction” video, utilizing the split screen to show a clip from one of the Shark Week shows on the top, and various sea animal’s reactions to what was happening on screen, on the bottom.