A comprehensive, 360-degree promotional campaign for the fourth season of HGTV’s flagship competition series, Rock the Block. This project involved a massive scale of coordination, bridging the gap between high-end print media, digital social assets, and dynamic on-air broadcast graphics.
For the on-air portion of the Rock the Block: Season 4 campaign, the strategy focused on a phased “reveal” of the massive Colorado build site. This was executed through a series of four high-impact teasers leading into the definitive :30 launch promo.
Translating the complex key art—which featured the massive ensemble cast and the Colorado build site—to smaller digital footprints required a strategic approach to visual hierarchy.
Responsive Layouts: I developed a modular design system that allowed the cast to be rearranged based on the aspect ratio. For vertical stories, we utilized a “stacking” hierarchy, while horizontal leaderboard banners used a wide-lens panoramic view to emphasize the scale of the “Block.”
Engagement-First Motion: For the animated social banners, I focused on “scroll-stopping” movement. This included subtle cinemagraph-style effects—such as moving clouds over the mountains or glowing embers—to add life to the static key art without distracting from the tune-in information.
My role isn’t just about pixels and keyframes; it’s about being a high-energy, collaborative partner who can lead a project and have a blast doing it. I take the work seriously, but I definitely don’t take myself too seriously—and I think the vibes on this set prove exactly that.
Rock The Block Season 4 is a cohesive and high-impact campaign that successfully launched one of HGTV’s most ambitious seasons. By solving the complex spatial puzzle of the key art, we created a unified brand voice that translated perfectly from the side of a bus to a 15-second social story.