The idea came while waiting for an elevator on the way to a Golden Globes planning meeting—the intrigue of never knowing who might be on the other side of the doors became the perfect framework for a celebrity video series. That spark grew into InStyle’s Golden Globes After-Party “Elevator Videos,” a viral activation that ran for five years, including a virtual edition during the pandemic reimagined as an interactive Instagram filter.
Conceived and produced under my direction, the award-winning series became InStyle’s most successful video activation ever, earning over 500 million views, ranking among the top 10 Instagram Reels of all time, and driving record-breaking engagement. It also led to collaborations with Apple and a roster of award-winning designers, cementing the campaign as a modern pop-culture touchstone.
Director: Douglas Friedman
Elevator Design: Nicole Hollis, Ken Fulk, Kelly Wearstler, Stefan Beckman
