WCCB Charlotte’s CW

14 years of broadcast creative: campaigns, promos, original series, a full network rebrand, a food truck fight, a few ghosts, and a whole lot of superheroes.

1.1M+ households reached

3.7M monthly page views

200K+ social audience

14 years | 20+ person team

1.1M+ households reached 3.7M monthly page views 200K+ social audience 14 years | 20+ person team

Network rebrand: Fox → CW

In 2013, WCCB Charlotte lost its FOX affiliation and made the switch to The CW — and it wasn't a simple logo swap. Fox Charlotte had been edgy, bold, and genuinely well-known in the market. Letting that go felt like an identity crisis.

We decided the answer was to go full throttle.

The CW had been a forgotten network at another Charlotte station — minimal promotion, no real presence. We were going to change that. As the only locally owned and operated station in the market, we leaned hard into local identity. We created specialty craft beers, coffees, and hot dogs in honor of show premieres. Watch parties. Vendor events. We took the CW off the screen and into the city.

Award-Winning Spots

My answer to the annual, obligatory “Happy Valentine’s Day” promo. This spot received 3 angry viewer phone calls. And an Addy.

News team branding campaign. But make it Wes Anderson. Promax Award for Art Direction.

Original Content

Original franchise: Supernatural CLT. A series of real Charlotte paranormal mysteries created to promote the Supernatural series finale on The CW. (Creator, producer, writer, editor

Original franchise: Food Truck Rumble. Four-episode competition series. Two food trucks, one Golden Spork, and a 3% lift in household viewership ratings during the run. Charlotte takes its food trucks seriously. (Producer, writer, director)

Original programming helped cement us as the affiliate the market actually knew: SuperChat, Riverdale Rewind, Food Truck Rumble, Supernatural Charlotte, Hidden Gems. I also never in a million years thought I'd end up hosting a comic book show, but I loved every minute of it.

In 2016 we were awarded CW Model Affiliate, the network's highest recognition for affiliate excellence, including a fall launch award. I also took home two Bronze Promax Awards for branding campaign spots along the way, and an AAF Charlotte Addy Award back in the FOX days.

We had a hell of a lot of fun doing it.

Original franchise. Multi-year run. 100+ comic industry guests and celebrity interviews. SuperChat put WCCB on the map as the home of the CW superhero universe.

It’s Wilson’s World. We just live in it.

Branding campaign

Promotional campaign for morning show man-on-the-street, Wilson. I threw together this entire wedding in one week.

Impact

Reached 1.1M+ households across a 22-county DMA through integrated campaign execution
Supported 3.7M+ monthly page views across digital platforms
Built and contributed to a 200K+ social audience across Facebook, Twitter, and Instagram
Produced original content generating 1M+ YouTube views and multi-platform engagement

• • Led FOX-to-CW transition, earning CW Model Affiliate Award recognition