BJ Barretta

BJ Barretta is a video leader at the intersection of storytelling and strategy responsible for driving over 2 billion views for brands, media companies, and publishers
EXECUTIVE PRODUCER | CREATIVE DIRECTOR
My expertise in emotive storytelling has helped Fortune 500 companies win the war for attention and connect with audiences on a deep, memorable, and empathetic level. In early 2016, I launched the Upworthy brand video studio. We quickly became one of the top .01% most-viewed Facebook publishers, earning 34 industry awards and recognitions including a Webby and being named Digiday's 2017 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 digital platforms constantly evolve, I'm always innovating new ways to provide audiences with the content they want. At Discovery Digital, I created a mixed media experience called Whale Wars: Blood and Water for Animal Planet. This interactive episode, the first of its kind for Discovery, was nominated for an Interactive Emmy and won two Webby Awards. As head of video for Upworthy, I successfully navigated a major algorithm change announced by Facebook on my first day and grew views by 47% and watch time by 114% within the first year. As head of sports video for Audacy, I assembled and led a talented team of editors and producers to achieve triple-digit growth across key metrics on YouTube, Facebook, and O&O channels. We served 35 passionate markets including some of the most iconic media brands in sports, such as WFAN in New York and The Score in Chicago, along with CBS Sports Radio. We also built a 24/7 livestream video operation to support our national programming partnership with BetMGM.

Currently, I'm part of a media consultancy. One client we support is a cultural institution that we're transformating from a brick-and-mortar museum into a full-fledged media company. My team-building and content development strategies have helped deliver impressive growth across all social channels, including organically taking TikTok from 400 to 100,000 followers in 4 months. With the ambitious target to hit 100,000,000 annual unique user engagements in 2030, our client is surpassing intermediary goals by over 700%.

WHALE WARS: BLOOD AND WATER SIZZLE
Discovery
(producer + editor)

EVERYDAY AWESOME
(Ep. 4: Head Antenna)
CHRPS
(head of content)

EVERYDAY AWESOME
(Ep. 5: Extract Your DNA)
CHRPS
(head of content, digital)

UPtv's REMEMBER THIS
(Ep. 1)
UPtv
(executive producer + director + editor)
TINY (TOILET) HOME
Upworthy
(head of video)
THE BIG QUESTION (Ep. 1: Human Brain in Rats)
CHRPS
(head of content)
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)
BetQL 24/7 VIDEO NETWORK
Audacy Sports
(supervising producer)
visual design development and social distro strategy
DISCOVERY DINOSAUR
YOUTUBE CHANNEL
Discovery
(producer + channel manager)
over 600 million views
SURVIVING DEATH: A PARANORMAL DEBATE
producer + director
Broadcast on PBS member stations and distributed on Hulu, Amazon, iTunes, Roku, Xfinity
CLIENTS AND CREDITS
BRAND PARTNERSHIP 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, Dictionary.com

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: 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
Head of Content, CHRPS LLC 2022-present
Director, Video Design and Strategy, Freedom Mortgage 2021-2022
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 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 views for brands, media companies, and publishers

EXECUTIVE PRODUCER | CREATIVE DIRECTOR

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

WHALE WARS: BLOOD AND WATER SIZZLE

Discovery (producer + editor)

EVERYDAY AWESOME (Ep. 4: Head Antenna)

CHRPS(head of content)

EVERYDAY AWESOME (Ep. 5: Extract Your DNA)

CHRPS(head of content, digital)

UPtv's REMEMBER THIS(Ep. 1)

UPtv(executive producer + director + editor)

TINY (TOILET) HOME

Upworthy (head of video)

THE BIG QUESTION (Ep. 1: Human Brain in Rats)

CHRPS (head of content)

MIC'D UP IN MIAMI WITH OCHOCINCO

Audacy Sports (supervising producer)

JOSHUA RHODES

Audacy Sports (supervising producer)

I WANT THATSEASON 6 (CLIP)

DIY Network (producer)

BetQL 24/7 VIDEO NETWORK

Audacy Sports(supervising producer)

DISCOVERY DINOSAURYOUTUBE CHANNEL

Discovery (producer + channel manager)

SURVIVING DEATH: A PARANORMAL DEBATE

producer + director

CLIENTS AND CREDITS

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

AWARDS AND HONORS

BJ'S OTT CHANNEL

The Good Vibrations Uplifting Docs channel features a curated showcase of BJ's favorite productions

BJ'S WEB-BASED "STREAMING SERVICE"

CONNECT WITH BJ

Discovery
(producer + editor)

EVERYDAY AWESOME
(Ep. 4: Head Antenna)

CHRPS
(head of content)

EVERYDAY AWESOME
(Ep. 5: Extract Your DNA)

CHRPS
(head of content, digital)

UPtv's REMEMBER THIS
(Ep. 1)

UPtv
(executive producer + director + editor)

Upworthy
(head of video)

CHRPS
(head of content)

I WANT THAT
SEASON 6 (CLIP)

DIY Network
(producer)

Audacy Sports
(supervising producer)

DISCOVERY DINOSAUR
YOUTUBE CHANNEL

Discovery
(producer + channel manager)