Roblox Hack Week: 4-Part Docuseries
TYPE /
Docuseries Production & Promotion
COMPANY /
Roblox
TIMING /
March 2023
BRIEF /
At Roblox, innovation isn’t just a value—it’s a way of working. The best way to showcase this wasn’t through scripted messaging but by capturing it in action, in real time. Inspired by Chef’s Table and Formula 1: Drive to Survive, I led the creation of the Hack Week Docuseries, a first-of-its-kind employer brand project that went beyond traditional recruiting videos. The goal was to authentically document the energy, collaboration, and ingenuity that unfold during Hack Week—where employees have five days to push the boundaries of what’s possible at Roblox.
The Best Employer Brand Video? One That Doesn’t Feel Like One.
I drove the project end-to-end, from concept development to partnering with our Creative team on the narrative and overseeing pre-, during-, and post-production with our agency partners. I managed casting, stakeholder alignment, and the full go-to-market strategy to ensure maximum impact. The result was a raw, unscripted series that captured real moments of creativity, challenges, and breakthroughs—showcasing not just what we build, but how we build it. By immersing viewers in the experience, the Hack Week Docuseries brought Roblox’s culture of innovation to life in a way no static content ever could.
