Lawmen: Bass Reeves
The Ask
At Paramount, I led editorial for the Taylor Sheridan suite of shows (think Yellowstone, 1923, and Bass Reeves) They were all interconnected, and all marketing simultaneously across dozens of touchpoints.
My job was making sure the voice held across all of it. When Bass Reeves launched, audiences needed to immediately understand it belonged in the Sheridan universe, before the show could do that work on its own.
The Approach
I built a messaging hierarchy that tracked across every stage of the funnel. That meant sparse, cinematic teases for awareness, warmer companion content for loyalists, and punchy taglines as emotional shorthand. For the debut, I scripted the introductory spot and wrote cast interviews designed to let the creators establish the show's identity on their own terms. Through all of it, I was anchored by one question: does this sound like Taylor?
The Payoff
Lawmen: Bass Reeves debuted with 7.5 million viewers globally in its first seven days, becoming Paramount+'s most-watched series premiere of 2023 with 290 million viewing minutes in week one.