Positioning
Find the media brand’s place in a crowded global streaming landscape—and make that position matter.
01 / The Mandate
A Total Media Change Agent
Don’t Let Your Audience Leave Your Media Brand Behind
Instigator thrives where worlds collide—combining deep media knowledge, cross-discipline creative thinking, and experienced execution to move ambitious brands forward.
Key Change Functions
Position. Program. Package. Produce.
Four connected disciplines. One clear objective: build a media brand audiences choose, understand, and remember.
Programming
Build the position with original and licensed media that supports the brand promise and the business.
Packaging
Create dependable but never predictable expression across on-air, online, product, promotion, and experience.
Production
Develop and produce the tentpole events, serial programming, and brand-defining media that move audiences.
Selected Project Work
Where Instigation Became Impact
Change took a different form for every brand. The common thread was a willingness to move first.
Positioning · Programming
Spike TV
Repositioning TNN from the bottom of the cable ratings into the first men’s-focused television network.
Packaging
Nickelodeon
A rapid cross-platform packaging revitalization designed to reconnect the network with its core brand promises.
Programming · Production
YouTube
The world’s first studio dedicated exclusively to online video production became a foundation for original programming and the Creator program.
Strategy · Production
PINK
Business cases and initial on-air and online creative production supported a major fashion brand’s media pivot.
Packaging
NBC Sports · F1
New stories, new talent, and audience-focused packaging helped propel Formula 1 in America.
Positioning · Packaging
EPIX
A redefined television-rights model incorporated streaming services and expanded the opportunity for Hollywood features.
Programming
MGM+
The programming foundation created for EPIX carried forward into a new era of windows, platforms, and channels.
Production
Warner Bros.
New online production methods helped a century-old studio explore different ways to create, engage, and perform.
Selected Awards & Accolades
Ideas That Moved Audiences—and Earned Attention
Recognition followed work that joined the right idea with the right platform, package, and moment.
Academy Award
Best Documentary Short · Inocente
Instigator packaged the project and co-financed the production.
Emmy Award
Marketing Creative · The Long Khan
An on-air and online campaign for the launch of The Captains.
Don’t Wait for the Next Big Thing.
Instigate ItStart Here
What Can We Help Instigate?
Bring the ambition, the obstacle, or the half-formed idea. We’ll start with the opportunity and work forward.
Signal ReceivedUseful context: where the brand is now, where it needs to go, and what keeps getting in the way.