https://jo-wellpaupaw.com/about daily 0.75 2026-04-17 https://jo-wellpaupaw.com/american-soul-season-1 daily 0.75 2021-11-12 https://jo-wellpaupaw.com/featuredwork daily 1.0 2026-06-06 https://video.squarespace-cdn.com/content/v1/5ed1ef700ba19f3f34853e22/f2eee151-d8b3-4235-b822-2bb6759c4e09/playlist.m3u8 https://images.squarespace-cdn.com/content/v1/5ed1ef700ba19f3f34853e22/b51b44ed-b28a-452b-a975-b05912b2629e/PKTV-00097160-000271793.jpg Featured Creative Direction, Peacock: Jo-Well Paupaw https://video.squarespace-cdn.com/content/v1/5ed1ef700ba19f3f34853e22/798f01ca-6a16-4fdf-aac8-bdf88a5bf154/playlist.m3u8 https://images.squarespace-cdn.com/content/v1/5ed1ef700ba19f3f34853e22/da5fb50c-0406-469f-a5e3-ad7ed9b5fdf8/Screenshot+2025-06-09+at+11.14.54+AM.png Featured Promax Global Awards 2022 - Gold Winner: Best Brand Image Design Promo; Bronze Winner: 360 Campaign Best Brand Image Promax North America Awards 2022 - Gold Winner: Brand Image Promo; Bronze Winner: Brand Image Design Promo Clio Entertainment Awards 2022 - Bronze Winner: Network/Series Identity Package Associate Creative Director, Writer/Producer: Jo-Well Paupaw. Creative contributions include concept, copy, script, and in-house post-production. This included shot selection, collaborating with design on motion graphics and supervising the in-house edit and audio mix session. https://jo-wellpaupaw.com/tales-season-1 daily 0.75 2021-11-14 https://jo-wellpaupaw.com/tales-season-2 daily 0.75 2026-06-06 https://images.squarespace-cdn.com/content/v1/5ed1ef700ba19f3f34853e22/1590950292127-HA1BV3TT2ENZZAO3LCJV/INSTAGRAM_TALES_S2_BODAK_YELLOW_INSTASTORY.jpg Tales Season 2 https://images.squarespace-cdn.com/content/v1/5ed1ef700ba19f3f34853e22/1590950306207-J60SZYXH4LSQ1WOBE690/INSTAGRAM_TALES_S2_MPTOM_INSTASTORY.jpg Tales Season 2 https://images.squarespace-cdn.com/content/v1/5ed1ef700ba19f3f34853e22/1590950343515-P6B3KM6JWEUFOV4M1WNN/INSTAGRAM_TALES_S2_MY_LIFE_INSTASTORY.jpg Tales Season 2 https://jo-wellpaupaw.com/american-soul-season-2 daily 0.75 2021-11-12 https://jo-wellpaupaw.com/the-bobby-brown-story daily 0.75 2021-11-12 https://jo-wellpaupaw.com/morework daily 0.75 2026-06-16 https://jo-wellpaupaw.com/morework/experiential-activations monthly 0.5 2026-06-16 https://video.squarespace-cdn.com/content/v1/5ed1ef700ba19f3f34853e22/4a045df5-2743-4697-b8aa-f7208895e7d1/playlist.m3u8 https://images.squarespace-cdn.com/content/v1/5ed1ef700ba19f3f34853e22/260e9688-95d6-49cc-8cc6-591d495219a1/DSC07415.jpg More Work - Experiential & Activations Fight Night: The Million Dollar Heist - Aftermath Activation Stunt Creative Direction: Jo-Well Paupaw Discipline: Experiential / Activations Location: Sunset Blvd, West Hollywood Led the creative direction for a large-scale OOH activation that transformed a Sunset Boulevard storefront into the aftermath of a real heist. This wasn’t an ad, this was a moment you accidentally walked into. The piece centered on a crashed getaway car bursting out of the building, headlights still on, smoke rising from the hood, and cash, jewels, and casino chips scattered across the scene. Audio leaked from the car’s damaged radio—warped, distorted, and looping—to add a cinematic layer you could hear before you fully saw what was happening. Working within strict West Hollywood permitting restrictions, the storefront was reframed as a dimensional environment rather than a flat passive barricade-style ad. Full-height key art panels framed the entry while period-correct robbery silhouettes appeared through the doors to create depth and narrative without sacrificing realism. Backlit key art and signage introduced an Atlanta-inspired glow that activated the stunt at night. Campaign language—including “Based on some sh*t that really happened”—was integrated to reinforce tone without overwhelming the environment. The result was a tactile, immersive street-level activation that stopped traffic, rewarded proximity, and extended the Fight Night world into the real city—turning passersby into witnesses, not just viewers. https://video.squarespace-cdn.com/content/v1/5ed1ef700ba19f3f34853e22/96a29c89-8354-4bb4-a2e1-75a79efcd771/playlist.m3u8 https://video.squarespace-cdn.com/content/v1/5ed1ef700ba19f3f34853e22/96a29c89-8354-4bb4-a2e1-75a79efcd771/thumbnail More Work - Experiential & Activations Poker Face Season 2: Times Square “Big Bertha” One Hour Takeover Creative Direction: Jo-Well Paupaw Discipline: Large Scale DOOH / Streaming Takeover Location: Times Square · New York Overview To launch Season 2 of Poker Face, we took over one of the most dominant media placements in the world: Big Bertha—a full city‑block digital billboard stretching across Times Square’s Bow‑Tie. Originally planned as a split execution, the moment evolved into something bigger: a unified, cinematic takeover that turned a complex, unconventional format into a single, character‑driven experience. The Challenge: Big Bertha isn’t a standard screen—it’s an environment. Spanning an entire city block from 45th to 46th Street and positioned above one of the most densely trafficked pedestrian zones in the world, the placement introduced immediate challenges: • A nontraditional, elongated format with competing sightlines • Short lead time and limited precedent for Peacock • A proposed fragmented creative approach (static on one end, motion on the other) • The need to stand out in the most saturated media landscape globally If treated as two surfaces, the placement would read as disconnected media—not a moment. The Insight: In Times Square, fragmentation is invisible. Cohesion is what breaks through. Rather than treating Big Bertha as multiple placements, I saw an opportunity to treat it as one continuous canvas—capable of delivering a singular, high‑impact brand moment. The Idea: Turn Big Bertha into one unified Poker Face experience. I made the call to abandon the split approach and instead design a full‑bleed, synchronized takeover using the show’s iconic yellow and black palette—creating immediate visual ownership across the entire span for the one-hour roadblock. From that unified foundation, the piece would transition with purpose: • Anchored key art on the 46th street / 6th Avenue side • A dynamic AV sequence on the 45th street side, spotlighting Season 2’s guest talent One canvas. One singular, cinematic brand expression. One moment. https://video.squarespace-cdn.com/content/v1/5ed1ef700ba19f3f34853e22/64a6d006-ee8b-40f1-ad6f-431b3610e497/playlist.m3u8 https://video.squarespace-cdn.com/content/v1/5ed1ef700ba19f3f34853e22/64a6d006-ee8b-40f1-ad6f-431b3610e497/thumbnail More Work - Experiential & Activations Devil in Disguise: John Wayne Gacy - Subway Triptych Creative Direction: Jo-Well Paupaw Discipline: OOH · Storytelling Location: New York · Subway To launch Devil in Disguise: John Wayne Gacy, Peacock set out to reframe one of the most infamous true‑crime stories—not as spectacle, but as a story of systemic failure, overlooked victims, and lived humanity. In the subway, we translated that strategy into a three‑panel visual sequence that balanced tension, recognition, and restraint. Make the house the hero—and let the truth reveal itself. Instead of heroing Gacy visually, we chose his suburban home as the primary image—a quiet, familiar facade tied to real events. Across a subway triptych, we introduced a subtle but disturbing reveal: • The home above • The crawl space below—where the truth lived To anchor recognition in a fast‑moving environment, we introduced a unifying layer across all three panels: the mugshot frame of Michael Chernus as Gacy—a near‑perfect visual match to the real image, captured in the instant before the smirk. For those who know the case, it lands with instant recognition. For those who don’t, it’s simply… unsettling. https://video.squarespace-cdn.com/content/v1/5ed1ef700ba19f3f34853e22/df2e2631-a7e5-4fdc-bbc1-af39c0c6510e/playlist.m3u8 https://video.squarespace-cdn.com/content/v1/5ed1ef700ba19f3f34853e22/df2e2631-a7e5-4fdc-bbc1-af39c0c6510e/thumbnail More Work - Experiential & Activations The Burbs - LA Live Takeover https://jo-wellpaupaw.com/morework/black-history monthly 0.5 2021-02-15 https://jo-wellpaupaw.com/morework/concept-spots monthly 0.5 2023-04-30 https://jo-wellpaupaw.com/morework/tv-spots monthly 0.5 2025-07-15 https://jo-wellpaupaw.com/morework/social monthly 0.5 2023-04-30 https://jo-wellpaupaw.com/morework/keyart monthly 0.5 2023-04-30 https://images.squarespace-cdn.com/content/v1/5ed1ef700ba19f3f34853e22/1590950292127-HA1BV3TT2ENZZAO3LCJV/INSTAGRAM_TALES_S2_BODAK_YELLOW_INSTASTORY.jpg More Work - Key Art https://images.squarespace-cdn.com/content/v1/5ed1ef700ba19f3f34853e22/4b5efe2c-dab6-4780-a7ff-6babbf5317cf/InContempt_S1_tagline.jpg More Work - Key Art https://images.squarespace-cdn.com/content/v1/5ed1ef700ba19f3f34853e22/1590950306207-J60SZYXH4LSQ1WOBE690/INSTAGRAM_TALES_S2_MPTOM_INSTASTORY.jpg More Work - Key Art https://images.squarespace-cdn.com/content/v1/5ed1ef700ba19f3f34853e22/1590950343515-P6B3KM6JWEUFOV4M1WNN/INSTAGRAM_TALES_S2_MY_LIFE_INSTASTORY.jpg More Work - Key Art https://images.squarespace-cdn.com/content/v1/5ed1ef700ba19f3f34853e22/8d50ad9a-3fd9-4a44-b108-b4932125a98b/incontemptbb.jpeg More Work - Key Art https://images.squarespace-cdn.com/content/v1/5ed1ef700ba19f3f34853e22/1590917663146-UVZ7TFJ9WDTAZLS027N1/EAB9EFD9-D369-4985-A610A518B0342E5A.png More Work - Key Art https://images.squarespace-cdn.com/content/v1/5ed1ef700ba19f3f34853e22/1590905549346-0BAWJGMGB4VEUD81L2JF/Screen%2BShot%2B2020-02-07%2Bat%2B3.06.10%2BPM.png More Work - Key Art https://jo-wellpaupaw.com/morework/interviews monthly 0.5 2021-11-12 https://jo-wellpaupaw.com/morework/campaigns monthly 0.5 2021-02-06