MASTER THE PLAN - BEYOND THE SCALE
EXECUTIVE PRODUCER
A Happier, Healthier You

Discover: For the first time in 52 years, Weight Watchers (WW) shifted to a new philosophy and plan. The Beyond the Scale campaign premiered a new fitness app, a new food tracker app, and new style.

Define: As a freelance executive producer, I oversaw a wide range of responsibilities from scripting to creative direction as well as post-production. I helped inform fundamental decisions and used the differentiating principle to strengthen production.

Develop: WW developed a 10-episode digital and mobile series to shift the focus away from weight loss to cultivating a happier, healthier approach. I was involved on all levels with the WW team including the chief science officer, VP of Content, copy team and product lead in collaboration with an award-winning production company.

Delivery: Ultimately, I helped my team succeed on delivery. While the resulting videos are only available by subscription and cannot be displayed in full here, below is a sample episode. The goal of this video is to give the WW audience basic yet actionable knowledge.

RECOMMENDATION

“Peter was an on-site producer for me while I was on maternity leave and handled a very complicated web video series with a tight timeline. He was professional and extremely detailed in his notes and communications - which added a level of polish and efficiency to the production that was very much appreciated.”
— Mary Galligan, Director of Media at Weight Watchers

VIDEO