Prologue
Before Thornback had a name, I helped high-profile media personalities go viral. This is one such occasion.
For which I am still quite tickled.
Double double toil...
and so much trouble
A well-known media firebrand had landed itself in hot water. Again.
Media pressure was mounting for an apology.
But the brand’s identity was built on bucking the norms.
The challenge: craft a response that acknowledged the moment without flinching, spoke directly to the core audience, and didn’t alienate the existing base.
Stirring the potion
I suggested we issue an "apology" video full of jokes, made to everyone else the channel had mocked over the years.
Here's what I did:
Conceptualized and scripted a satirical video that subverted expectations with self-aware humor.
Wrote at least a large portion of the final jokes and collaborated closely on tone and timing.
Delivered a piece that felt off-the-cuff but was strategically crafted.
Released
The video garnered over 2M views.
This wasn’t a fluke, it was a strategy.
I know how to write humor that lands, even in high-stakes moments. I also know how to step back and let the brand, not the backlash, lead the story.