Twilio’s global developer conference needed a content engine. I created a 10-episode web series that reframed what it means to be a developer — and reached 50K+ attendees before the doors opened.
Twilio
SIGNAL Conference
Creative Director
Web Series · 10 Episodes
Every year, Twilio hosts SIGNAL — their global customer and developer conference bringing together builders from around the world to learn from industry leaders at Google, Microsoft, Stripe, and Lyft. Twilio came looking for content that would raise brand visibility leading into the conference and redefine what it means to be a “real” developer.
The challenge was cultural, not just creative: developer culture carries a lot of stereotypes, and Twilio wanted to break them. They needed content that showed the modern developer as a creative, not just a coder — and encouraged that creativity across their community.
Partnering with Fifty Square Feet Productions, I created “Hacking The Net with Spencer De Jesus” — a comedic 10-episode web series following Spencer as he interviews top developers from the biggest companies in the world. Each episode explored what it actually takes to be a great developer, told through conversation and personality instead of credentials.
The series gave Twilio a content vehicle that could live before, during, and after SIGNAL — driving organic conversation and giving developers something they could see themselves in. Guests from Twitch and Google brought built-in credibility. The format made it shareable.
Hacking The Net — Ep. 1: gedit or jif?
Hacking The Net — Ep. 6: Machine Learning