Pretty Dirty with Alex Hall.
Personal brand and show build. Netflix reality star. LA production.
The Intro.
Alex Hall was a Netflix reality star transitioning from short-form celebrity content to long-form digital media. The creative challenge was building a show identity that could hold an Instagram audience accustomed to high-energy content while building toward something more personal. Two modes. One brand.
My role: Creative Director and on-set producer in Los Angeles. Final creative authority on every decision.
The audience.
Alex's existing audience had followed her for her personality. The new audience she was building would follow her for her perspective. The show had to bridge that without losing either.
The identity needed to feel like a natural extension of who she was. Not a rebrand. It had to earn the longer format.
The build.
Show concept and brand positioning.
Full production documentation system, including prep docs, teleprompter scripts, show docs, and feedback frameworks.
Marketing framework with tiered advertising rate card packages.
Press release and PR materials.
SEO framework and show notes system.
Social content strategy across Instagram, TikTok, YouTube, and Facebook.
Distribution setup across all major platforms.
The trailer.
I flew to Los Angeles to oversee production personally. Built the full pre-production stack from scratch. Script, shot list, storyboards, and animatic. On set, I directed the production company. I was the final call on every creative decision that day. I also directed the promotional photoshoot via a creative brief. That shoot produced the show's cover art.
the result.
Covered by TMZ and Yahoo at launch. Total delivered work: $57,434. The show is active and growing.
