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 won 34 industry awards and honors including a Webby and being recognized by Digiday as 2017's Best Video Publisher Partner for Brands.
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%.
Currently, I’m head of sports video for RADIO.COM, overseeing digital video development, content, and strategy for Entercom’s 35 sports markets and its national sports brand, RADIO.COM Sports. Since I joined, RADIO.COM Sports' ad-supported O&O video has grown over 100% year-over-year, bolstered by a record spike in growth during the spring of 2020 despite the COVID-19 sports shutdown. A recently implemented shift in social video strategy has enjoyed 1400% increase in Facebook views and 263% increase in YouTube watch time over the previous quarter.
WHALE WARS: BLOOD AND WATER SIZZLE
Discovery (producer + editor)
EVEREST JUMP LIVE:
IF YOU SIT YOU DIE
Discovery (producer + editor)
I WANT THAT
SEASON 6 (CLIP)
DIY Network (producer)
FALCONS LEGENDS VS EAGLES LEGENDS LIVE (CLIP)
RADIO.COM Sports (supervising producer)
CLIENTS AND CREDITS
BRANDED CONTENT
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
I Want That, TLC's Toddler Bowl, Surviving Death: A Paranormal Debate
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
AWARDS AND HONORS
WINS AND RECOGNITION
A web-based play on all the "plus" streaming services offering a library of 100 videos produced by BJ Barretta
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