America's morning, everywhere it wakes up.
Digital campaign and UX work for ABC's Good Morning America, the most-watched morning news program in the United States. Broadcast authority extended into every digital surface the audience wakes up with.
Morning TV
that lives in the phone.
GMA's audience watches, interacts, shares, arrives at their day through it. Brief was to extend that ritual from TV into digital platforms where the same audience lives.
The brief wasn't a TV show website.
The brief was a morning ritual, digitized.
GMA's broadcast authority—credible, warm, news-forward voice trusted for forty years—had to translate to digital that felt like the same show, not a promotional afterthought.
The challenge was the simultaneity: GMA is live TV, breaking news, celebrity interview, cooking segment, and human interest story, all in the same two-hour window. The digital presence had to carry that range without collapsing into noise.
We designed a digital campaign system that gave GMA's producers tools to extend segments across digital channels consistently, at broadcast pace, without requiring a designer on every asset.
Broadcast authority,
native to every platform.
Digital campaign creative and a content system that extended GMA's broadcast identity into digital platforms at the pace of a live morning show, consistent, credible, and fast enough to keep up.
Morning TV
in the social feed.
Campaign creative designed to carry GMA's warmth and credibility into social feeds, not television repurposed for digital, but native digital creative built around the same morning ritual the broadcast delivers.
Broadcast pace,
consistent brand.
A content production system that let GMA's team extend every segment, cooking, interviews, news, lifestyle, into digital without agency turnaround. Templates built to the brand standard, executable at live TV speed.
The audience wakes up
with the show.
The digital had to be there too.
Broadcast credibility
doesn't transfer automatically.
The strongest TV brands often have the weakest digital presence, the assumption that broadcast authority transfers automatically to the feed. It doesn't. The GMA engagement built our instinct for broadcast-to-digital translation.
can be lost in a feed
in one bad post.
The gap between a show people trust and a social presence people follow is a design and editorial problem, not an audience problem. GMA had the audience. The work was giving them a digital experience worthy of the relationship they'd already built.
We bring the same discipline to every broadcast-to-digital engagement: trust is fragile in the feed. Every asset has to earn it.