THE ASK

CBS wanted to make a massive splash for the landmark 50th season of Survivor. This wasn’t just another installment of the franchise. It was an opportunity to reignite cultural conversation around one of television’s most iconic reality series, re-engage longtime fans who had drifted away, and bring an entirely new generation into the fandom. As a lifelong Survivor fan myself, I was especially excited when our team won the integrated campaign pitch.

THE WORK

I led the integrated campaign for the historic season, rallying behind the strategic messaging platform: “Light Your Torch.” The ambition was simple but bold: make Survivor 50 feel like a true television event and inspire audiences everywhere to clear their schedules for premiere night.

We launched with a cinematic, high-impact trailer that positioned the season as a cultural moment rather than just a returning series. From there, we expanded the campaign with a wide range of creative executions, including a White Lotus-inspired homage tied to returning contestant Mike White, social and OOH assets that transformed iconic global landmarks into symbolic torches, and a major UFC collaboration in which Jeff Probst and beloved Survivor alumni revealed their winner predictions on parchment cards during a live broadcast.

THE RESULTS

The Survivor 50 premiere helped deliver CBS’s strongest Wednesday night performance in years, while the finale became the most-watched Survivor finale since Season 40. More importantly, the campaign helped re-establish Survivor as a major cultural conversation point and demonstrated the enduring power of the franchise 25 years in. I’m incredibly proud to have contributed to a season that helped ensure Survivor’s torch continues burning for years to come.

Role: Creative Director / Strategist
Agency: Trailer Park Group
Client: Netflix
Year: 2026