BJ Barretta | Resume and Reel

BJ Barretta is a video leader at the intersection of storytelling and strategy responsible for driving over 2 billion digital video views for brands and publishers
EXECUTIVE PRODUCER | CREATIVE DIRECTOR
My expertise in emotive storytelling has helped dozens of Fortune 500 companies win the war for attention and connect with audiences on a deep, memorable, and empathetic level. In early 2016, I established the Upworthy brand video studio, which earned its way into the top .01% of most-watched Facebook branded publishers and earned 34 industry awards and honors including a Webby and being recognized by Digiday as 2017's Best Video Publisher Partner for Brands.

L'OREAL
Dermablend Reflections
CRICKET WIRELESS
Fill My Basket
ROBIN HOOD
Moawia
THE CW
Coach K
WALGREENS
Feel More Like You
FREEDOM MORTGAGE
At Home with Tyler Hilton
CAPITAL ONE
Building a Life Together
STATE FARM
Jaz's Jammie
RED ROBIN
Superfan Sophina
SUBARU
Quarter Boy
MINUTE MAID
Alison Stroming
VERIZON
Street Change
HEAD OF VIDEO | EDITORIAL PROGRAMMING AND STRATEGY
As platforms constantly evolve, I'm continually innovating ways to give audiences the content they care about. At Discovery Digital, I developed a mixed media experience for Animal Planet called Whale Wars: Blood and Water. This interactive episode, the first of its kind for Discovery, was nominated for an Interactive Emmy and won two Webby Awards. When I became head of video for Upworthy, Facebook announced a major algorithm change the same day. But I was able to pivot and grow views 47% and watch time 114% during my first 10 months. When our organization went through a massive resource reduction as Facebook's algorithm bottomed out, forces that shuttered other social publishers, I grew video watch time an additional 8% and engagement 25%.

As head of sports video for Audacy, I led the digital video efforts for Audacy's 35 sports markets and its national sports verticals. I built a team of talented editors and producers and developed content and strategies that resulted in continual triple-digit growth across key metrics across platforms throughout my tenure. We also built a live 24/7 livestream video operation to support our national programming partnerships with BetMGM and FanDuel.

WHALE WARS: BLOOD AND WATER SIZZLE
Discovery (producer + editor)
UPtv's REMEMBER THIS? MOM'S VIRAL DATING VIDEO
UPtv
(executive producer + director + editor)
TINY (TOILET) HOME
Upworthy
(head of video)
FIGHTING FOR ACCESSIBILITY
Upworthy
(head of video)
FOOD FOR THOUGHT:
FOOD COWBOY
Upworthy (development producer)
SURVIVING DEATH: A PARANORMAL DEBATE
(TRAILER)
producer + director
Broadcast on PBS member stations and distributed on multiple streaming services
GRITTY UNTOLD: THE MAKING OF A MASCOT
Audacy Sports (supervising producer)
MIC'D UP IN MIAMI WITH OCHOCINCO
Audacy Sports (supervising producer)
JOSHUA RHODES
Audacy Sports (supervising producer)
I WANT THAT
SEASON 6 (CLIP)
DIY Network (producer)
EVEREST JUMP LIVE:
IF YOU SIT YOU DIE
Discovery (producer + editor)
DISCOVERY DINOSAURS
YOUTUBE CHANNEL
Discovery (producer + channel manager)
over 500 million views
CLIENTS AND CREDITS
BRANDED CONTENT (executive producer)
Starbucks, L'Oreal, The CW, Facebook, Paramount Pictures, YouTube, Quaker, State Farm, TD Ameritrade, Capital One, Cricket Wireless, Verizon, Westin, Hallmark, Walgreens, Whirlpool, REI, Dick's Sporting Goods, Dignity Health, Cigna, Johnson & Johnson, Ancestry.com, Minute Maid, Clorox, Ford, Subaru, SoCal Honda, Pratt & Whitney, Nature Valley, Old Navy, Hasbro, Kroger, Barilla, Northwestern Mutual, Red Robin, Truvia, Extra Gum, Hershey's, Maxwell House, TOMS, New Orleans Tourism, Disabled American Veterans, Bill and Melinda Gates Foundation, Rockefeller Foundation, Robin Hood Foundation, Boy Scouts of America, Girl Scouts of America, Ad Council Love Has No Labels

TELEVISION CREDITS (producer)
I Want That, TLC's Toddler Bowl, Surviving Death: A Paranormal Debate

TELEVISION CREDITS (editor)
CBS Evening News, CBS This Morning

DIGITAL CREDITS (producer/editor)
Whale Wars, Shark Week, Deadliest Catch, River Monsters, Through the Wormhole, Alaska: The Last Frontier, Next Great Baker, Big Giant Swords, Call of the Wildman, Everest Jump Live, What to Expect (WebMD), Mic’d Up in Miami with Chad "Ochocinco" Johnson,
UPtv Presents: Remember This?
REELS

"PERSONAL MISSION STATEMENT" SIZZLE
Represents who I am as a creative leader focused on emotive storytelling and social good
PRODUCER SIZZLE (2013-2020)
Reel of my favorite content that I've produced
SPORTS SIZZLE
Reel of my sports storytelling
RESUME
Director, Video Design and Strategy, Freedom Mortgage 2021-present
Supervising Producer (head of sports video content and strategy), Audacy 2019-2021
Head of Video, GOOD | Upworthy 2018-2019
Executive Producer, Brand Video Studio GOOD | Upworthy 2015-2019
Senior Lecturer, Video Production, University of the Arts Spring 2017 semester
Adjunct Professor, History of Film, Northern Virginia Community College 2013-2015
Producer, Discovery Communications 2013-2015
Producer, DIY Network’s I Want That (season 6) 2014-2015
Editor, CBS News, Washington Bureau 2012-2013
Producer/Director, Surviving Death: A Paranormal Debate 2012
Media Team Lead, ManTech Aug 2004-2006 /2007-2012
Station Manager, Falmouth Community Television 2006-2007
Special Agent, Dept. of Defense, Defense Security Service 2002-2003
DOWNLOAD FULL RESUME .PDF
AWARDS AND HONORS

WINS AND RECOGNITION
2020 Telly Award Silver: Social Video General-Social Impact (project: Kazi Mannan an Upworthy collaboration with Truvia)
2019 PromaxBDA North America Silver: I'm Not Crying, You Are! (project: Sophina, an Upworthy collaboration with Red Robin)
2019 Cynopsis Social Good Award Winner: Best Use of Social Media (project: Upworthy's Mainstreet Financial Series collaboration with Capital One)
2019 AVA Digital Awards Gold: Long Form Sports Video Production (project: Coach Kim, Coach for Life, a CW sponsorship of an Upworthy Original)
2018 Social Media Day Keynote Speaker: Don't Go Chasing Algorithms, Please Stick to the Quality and the Content Audiences Are Used To (watch here)
2018 PromaxBDA North America Gold: Long Form Branded Content (project: re:imagineATL, an Upworthy collaboration with State Farm)
2018 PromaxBDA Global Winner Bronze: Long Form Branded Content (project: re:imagineATL, an Upworthy collaboration with State Farm)
2018 Cynopsis Social Good Award Winner: Branded Social Media Campaign (project: Dermablend Reflections, an Upworthy collaboration with L'Oreal)
2018 Telly Award Gold: Branded Content Social Campaign (project: Dermablend Reflections, an Upworthy collaboration with L'Oreal)
2018 Telly Award Bronze: Social Video Series, Food & Beverage (project: #Doingood, an Upworthy collaboration with Minute Maid)
2018 Telly Award Bronze: Branded Content Campaign, Social Responsibility (project: Upworthy's collaboration with State Farm)
2018 Shorty Award Best Branded Series Winner: Audience Honor and Bronze (project: Upstanders, an Upworthy collaboration with Starbucks)
2018 Cynopsis Film Festival: 3rd Place, Single Entry Branded Content/Content Marketing (project: Fill My Basket, an Upworthy collaboration with Cricket Wireless)
2017 Webby Award (project: Robin Hood Heroes: Moawia, an Upworthy collaboration with The Robin Hood Foundation)
2017 Digiday Award: Upworthy named best video publisher partner for brands
2017 Tubular Labs: Upworthy named #VideoAce for Brand Partner Facebook Video (146.9MM views and in top .01% of all publishers)
2017 Brandtale Best of the Week: Starbucks Upstanders
2016 - Produced most-watched Facebook branded video for November
2014 Webby Award (project: Whale Wars Blood and Water)
2014 Webby People's Voice (project: Whale Wars Blood and Water)
2014 National Gold ADDY Award (project: Whale Wars Blood and Water)
2014 PromaxBDA North America Silver: Program Promotion Website (project: Whale Wars Blood and Water)
2014 - Official Selection: New Filmmakers New York Spring Series (Surviving Death; A Paranormal Debate)
2013 - Official Selection: The Philip K. Dick Science Fiction Film Festival (Surviving Death; A Paranormal Debate)
IADAS Member
NOMINATIONS
2020 Cynopsis Best of the Best Award Finalist: Best Branded Campaign for Digital, Broadcast or Cable TV (project: The Art of Clean, an Upworthy collaboration with Clorox)
2020 Cynopsis Best of the Best Award Finalist: Best Social Good Awareness Campaign (project: Feel More Like Yourself, an Upworthy collaboration with Walgreens)
2019 Shorty Social Good Awards Finalist: Arts & Culture (project: The Art of Clean, an Upworthy collaboration with Clorox)
2019 Shorty Social Good Awards Finalist: Best Use of Facebook (project: Kazzi Mannan, an Upworthy collaboration with Truvia)
2019 Shorty Award Storytelling Nominee (project: Kristyn's Story, an Upworthy collaboration with SNAP)
2019 Shorty Award Financial Services Nominee (project: Upworthy's Mainstreet Financial Series collaboration with Capital One)
2019 Cynopsis Social Good Award Finalist: Awareness Campaign/Initiative – Education (project: Upworthy's Mainstreet Financial Series collaboration with Capital One)
2x 2019 Cynopsis Social Good Award Finalist: Information Spot and Use of Social Media (project: Kristyn's Story, an Upworthy collaboration with SNAP)
2018 PromaxBDA North America Nominee: Social Media/ Mobile-Based Promotional Digital Video Video (project: Alison Stroming, an Upworthy collaboration with Minute Maid)
2x 2018 Cynopsis Social Good Award Finalist: Branded Campaign for a Digital, Broadcast or Cable TV Series and Branded Social Media Campaign (project: Dermablend Reflections, an Upworthy collaboration with L'Oreal)
2018 CINE Golden Eagle Finalist (project: One Time in New Orleans, an Upworthy Collaboration with New Orleans Tourism)
Fast Company 2018 World Changing Ideas Awards Finalist (project: Upstanders, an Upworthy collaboration with Starbucks)
2018 Digiday Award Nominee: Best Branded Content Program (project: Dermablend Reflections, an Upworthy collaboration with L'Oreal)
2017 Shorty Social Good Awards Finalist: Video (project: Fill My Basket, an Upworthy collaboration with Cricket Wireless)
2017 Shorty Social Good Awards Finalist: Social Justice (project: Street Change, an Upworthy collaboration with Verizon)
2014 Interactive Media Emmy Finalist: User Experience and Visual Design (project: Whale Wars Blood and Water)
BJ'S OTT CHANNEL
The Good Vibrations Uplifting Docs channel features a curated showcase of BJ's favorite productions
Please choose your applicable device to install channel
BJ'S WEB-BASED STREAMING SERVICE
A web-based play on all the "plus" streaming services offering a library of over 100 videos produced by BJ Barretta
visit BJBARRETTA+
CONNECT WITH BJ

BJ Barretta is a video leader at the intersection of storytelling and strategy responsible for driving over 2 billion digital video views for brands and publishers

BJ Barretta is a video leader at the intersection of storytelling and strategy responsible for driving over 2 billion digital video views for brands and publishers

EXECUTIVE PRODUCER | CREATIVE DIRECTOR

EXECUTIVE PRODUCER | CREATIVE DIRECTOR

L'OREAL

L'OREAL

Dermablend Reflections

Dermablend Reflections

CRICKET WIRELESS

CRICKET WIRELESS

Fill My Basket

Fill My Basket

ROBIN HOOD

ROBIN HOOD

Moawia

Moawia

THE CW

THE CW

Coach K

Coach K

WALGREENS

WALGREENS

Feel More Like You

Feel More Like You

FREEDOM MORTGAGE

FREEDOM MORTGAGE

At Home with Tyler Hilton

At Home with Tyler Hilton

CAPITAL ONE

CAPITAL ONE

Building a Life Together

Building a Life Together

STATE FARM

STATE FARM

Jaz's Jammie

Jaz's Jammie

RED ROBIN

RED ROBIN

Superfan Sophina

Superfan Sophina

SUBARU

SUBARU

Quarter Boy

Quarter Boy

MINUTE MAID

MINUTE MAID

Alison Stroming

Alison Stroming

VERIZON

VERIZON

Street Change

Street Change

HEAD OF VIDEO | EDITORIAL PROGRAMMING AND STRATEGY

HEAD OF VIDEO | EDITORIAL PROGRAMMING AND STRATEGY

WHALE WARS: BLOOD AND WATER SIZZLE

WHALE WARS: BLOOD AND WATER SIZZLE

Discovery (producer + editor)

Discovery (producer + editor)

UPtv's REMEMBER THIS? MOM'S VIRAL DATING VIDEO

UPtv's REMEMBER THIS? MOM'S VIRAL DATING VIDEO

UPtv(executive producer + director + editor)

UPtv(executive producer + director + editor)

TINY (TOILET) HOME

TINY (TOILET) HOME

Upworthy (head of video)

Upworthy (head of video)

FIGHTING FOR ACCESSIBILITY

FIGHTING FOR ACCESSIBILITY

Upworthy (head of video)

Upworthy (head of video)

FOOD FOR THOUGHT:FOOD COWBOY

FOOD FOR THOUGHT:FOOD COWBOY

Upworthy (development producer)

Upworthy (development producer)

SURVIVING DEATH: A PARANORMAL DEBATE(TRAILER)

SURVIVING DEATH: A PARANORMAL DEBATE(TRAILER)

producer + director

producer + director

GRITTY UNTOLD: THE MAKING OF A MASCOT

GRITTY UNTOLD: THE MAKING OF A MASCOT

UPtv
(executive producer + director + editor)

UPtv
(executive producer + director + editor)

Upworthy
(head of video)

Upworthy
(head of video)

Upworthy
(head of video)

Upworthy
(head of video)

FOOD FOR THOUGHT:
FOOD COWBOY

FOOD FOR THOUGHT:
FOOD COWBOY

SURVIVING DEATH: A PARANORMAL DEBATE
(TRAILER)

SURVIVING DEATH: A PARANORMAL DEBATE
(TRAILER)

I WANT THAT
SEASON 6 (CLIP)

I WANT THAT
SEASON 6 (CLIP)

EVEREST JUMP LIVE:
IF YOU SIT YOU DIE

EVEREST JUMP LIVE:
IF YOU SIT YOU DIE

DISCOVERY DINOSAURS
YOUTUBE CHANNEL

DISCOVERY DINOSAURS
YOUTUBE CHANNEL