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Vice President, Programming
Maude is one of the entertainment and branded content industry’s up-and-coming creative strategists, and has been a forecaster of Millennial trends and insights for over a decade. Maude is one of the main creative forces behind AT&T Hello Lab, an unprecedented year-long project featuring ten content creators at the forefront of mobile entertainment. AT&T Hello Lab marks an evolution of community-driven, multichannel content from the telecommunications giant, and 2017's breakout franchise, Guilty Party, is proof that the program is resonating with today's youth.
Maude is a forward thinker when it comes to producing multi-platform content that resonates across social platforms as evidenced by the series driven by influencers for AT&T Hello Lab. For example, “Writing With Grace” enlists Grace Helbig’s large fan base to help her craft a novella via storytelling app Wattpad, while interacting with them via weekly episodes on YouTube. The Disappearing Girl followed Collin Key's quest for the girl of his dreams, and with the help of his fans' sleuthing, he was able to find her in this surreal scripted drama. Snapchat superstar Shonduras let his fans take control with the show “Make MyMonday,” asking them to issue him the most extreme dares and challenges in real time on Snapchat.
Maude has helped guide the Hello Lab project to hundreds of millions of overall social impressions to date.
Beyond helping launch AT&T Hello Lab and laying down the strategic groundwork for the program, Maude also developed the creatives strategy behind the groundbreaking YouTube reality show Summer Break, a series that engages Gen Z-ers and Millennials in an innovative and personal way, and has helped to change the paradigm of branded content. @SummerBreak created a conversation for AT&T based on the insight that every teenager’s story involves a cell phone, and has become a vehicle for providing native content to the mobile first generation. The series offers an innovative approach to cross-platform storytelling, giving the cast complete control of content they’re sharing with fans through the @SummerBreak Snapchat handle and mass group texting platform Public. Through its first three seasons the show racked up nearly 150 million views and has built a massive online audience. Season 4 premieres Summer 2016.
Prior to Fullscreen, Maude served as Director of Strategy at Mistress, a multi-disciplinary advertising agency specializing in social strategy. She has spoken at high profile events, including SXSW, MakeUp New York, Social Media Week and more. Additionally, Maude has worked with a range of clients such as AT&T, Viacom, Brown Forman, HBO, Hilton, Coca-Cola, Gap, Campari, and CW among others.
Maude is a 2016 Shorty Award Winner for Best Online Community, and was included in Forbes’ 2014 “30 Under 30” List for Marketing and Advertising.