Good Day Sacramento worked because it broke the rules of morning news. The show was loose, unpredictable, occasionally ridiculous and completely comfortable making fun of the format it lived inside. So the creative followed the same philosophy. We stopped trying to make polished promos for a traditional newscast and started making work that felt like Good Day itself: weird, self-aware, rebellious and sometimes almost a parody of local television. I led the creative direction and brand strategy behind that shift, using the personalities of the talent as the brand and giving the show permission to be something nobody else in the market could be.