Now Playing

Roblox

Sometimes the best thing a Head of Creative can do is get out of the way.

A tiny team of passionate weirdos had an idea: what if Roblox stopped making content about Roblox and made an actual show inside it?

I helped give them the space, support and creative cover to find out. Now Playing on Roblox turned avatars into correspondents, trending games into destinations, and the platform itself into the studio. Fast, strange, deeply internet-native and made with people who actually understand the culture.

It worked. Episode one blew past 3 million views, spawned clips, outtakes, memes and fan art, and quickly became some of the most watched content on Roblox’s channel. More importantly, it opened up a completely different idea of what branded entertainment on Roblox could be.

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Role

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Head of Creative

Agency

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Internal

Small team. Weird idea. No playbook.

The best ideas don’t always come from the biggest teams. Sometimes they come from a few people who care way too much about something very specific. My job was to recognize that energy, protect it, and give it room to go all the way.

Small team. Weird idea. No playbook.

The best ideas don’t always come from the biggest teams. Sometimes they come from a few people who care way too much about something very specific. My job was to recognize that energy, protect it, and give it room to go all the way.