Coop Keepers is a new reality competition format built around the unexpected world of chicken coop design, combining the appeal of home transformation shows with the energy of 'kind-yet-competitive' entertainment. I developed the end-to-end messaging and creative strategy to transform the concept into a market-ready entertainment property.

To start: I developed the show's key messages, and then framed a brand identity with a fixture around the show's host, Madeleine Maya. In addition to it's look and feel and "series bible", I also led the initial directorial vision; defining the production partners, channel placement, and social strategy needed to position the format for brand partnerships.

The result was a fully developed entertainment concept with a clear identity and commercial foundation, ready market conversations with potential partners.