Walt Disney Company
TV Production Coordinator — 2021–2022
I led a team of a dozen creatives, including video editors, motion designers and graphic designers. During this maternity leave cover, I was responsible for coordinating the full lifecycle of creative requests and campaigns from both international and local teams.
These projects included promos, trailers, bumpers, and promotional content for TV shows, movies, and portfolio campaigns. My core responsibilities included planning and delegating tasks, managing team workflows and unforeseen challenges, overseeing budgets, timeline control, approval workflows and final delivery. I also acted as a key liaison between departments, collaborating with multiple business areas and external partners.
In Portugal, the Disney group owns 10 major TV brands: FOX, FOX Movies, FOX Life, FOX Comedy, FOX Crime, FOX+, National Geographic, 24Kitchen, Mundo FOX, and Disney+.
Below are some of the projects I had the pleasure of contributing to.
Portfolio Campaigns
Fox The Scroll
CONCEPT We discovered that, on average, a person scrolls 2 km per day on their smartphone. So we asked ourselves: how can we convince digital boomers to watch TV when they spend so much time scrolling? Our answer: FOX THE SCROLL.
We created a physical, 2-kilometre-long social feed, where each “post” featured a new series, premiere, or episode, which was a reminder that FOX always has something new to watch. Instead of endlessly scrolling through the usual content (kittens, #sunset, #blessed), we invited people to scroll differently. With FOX.
To amplify the idea, we launched a strategically planned media campaign, expanding the scroll across multiple cities. We photographed each physical post from above and selected special media formats that preserved the feel and perspective of a real feed. We even recorded a music video with Ivandro, integrating the scroll into the storyline.
By committing to this slightly bold, slightly crazy idea (painting a 2km scroll filled with fresh content, and focusing exclusively on special formats), we managed to connect with a key audience: digital boomers who had moved away from traditional television. And it worked. Results spoke for themselves:
📺 All FOX series featured in the scroll reached the TOP 10 in Pay-TV Primetime.
🚨 FBI 4 and FBI: International achieved their best premieres ever, with a +12% increase in viewers compared to FBI 3 (same episode count).
🕵️ Magnum P.I. Season 4 premiered with +42% viewers than the previous season.
📱 For the first time, FOX tested a campaign on TikTok. And it paid off.
➤ 36% of total campaign views (3,882,609) came from TikTok, outperforming even YouTube (34%).
Relicário
CONCEPT Eleven years after the beginning of the journey, The Walking Dead – a global cult series with thousands of devoted fans – was coming to an end. But at FOX, we knew that for true fans, the end of a cult series is no small thing.
How could we announce the finale while keeping the devotion alive? We chose to immortalize it by creating something as unique as the fandom itself: A Reliquary. Traditionally, reliquaries preserve the remains of saints to honour their legacy. But in this case (a series about the undead falling to pieces), we did the opposite: we turned the pieces into relics.
We identified 11 iconic body parts, each symbolically meaningful, based on a decade of fan data, including subreddits, fan blogs, social media comments, and all 170 episodes. The result? A list of the 11 most memorable Walkers in the history of the show.
Each piece was sculpted by hand in Portugal, transforming flesh into legend. Together, they formed the first reliquary ever created to immortalize a cult TV series. One to be venerated by fans worldwide, long after the final episode aired.
The result? Drop-dead gorgeous.