Seen on the Screen set out to redefine branded content, creating a podcast that offered an authentic, behind-the-scenes look at NBCUniversal through the voices of its employees and creative partners. Hosted by Jacqueline Coley, Awards Editor at Rotten Tomatoes, the series celebrates how film shapes lives—not just for its creators but for all of us as viewers.
NBCUniversal is a company built on storytelling, and this podcast brings that to life by sharing personal journeys and creative insights while showcasing the power of difference through ethnic diversity and intersectionality, where overlapping identities like race, gender, and culture shape unique perspectives. From Focus Features Chairman Peter Kujawski’s rise from intern to studio head to voices like Wicked’s Jon M. Chu and Alice Brooks reflecting on their craft, the series highlights the diverse perspectives behind the magic of cinema.
To achieve this, the podcast aimed to:
With every episode, Seen on the Screen delivers more than interviews – it offers a rare glimpse into the creative process, making listeners feel like they’re overhearing a conversation they don’t want to end.
The vision was clear: create a podcast that felt personal, dynamic, and deeply human. Rather than a corporate production, Seen on the Screen needed to be a platform for honest, unscripted conversations that celebrate the transformative power of cinema and the creativity behind it.
Approach:
Jacqueline Coley’s expertise and warmth set the tone for an engaging, relaxed environment where guests could speak freely. Each episode blended lighthearted moments–playful games and rapid-fire questions–with deeper reflections on the impact of storytelling. This balance ensured that conversations remained fresh, entertaining, and meaningful.
Guest Curation & Content Design:
The series featured voices from across Universal’s creative ecosystem–directors, composers, executives, and behind-the-scenes visionaries–offering a diverse range of perspectives. Crisp production quality and a consistent release schedule reinforced trust with listeners, turning the podcast into a go-to destination for film lovers and industry insiders alike.
Challenges & Solutions:
A key challenge was ensuring the podcast didn’t feel overly branded. To counter this, the team leaned on authenticity, prioritizing genuine dialogue over structured messaging. Another challenge was maintaining a compelling mix of entertainment and depth–Jacqueline’s natural ability to connect with guests allowed the series to flow seamlessly between humor, nostalgia, and insightful storytelling.
What sets Seen on the Screen apart is its honest approach. The podcast isn’t about promoting products—it’s about exploring the stories, passions, and creativity of the people behind them. It celebrates the humanity of storytelling, giving listeners a chance to connect with voices they might never hear otherwise. Every episode offers a fresh perspective, whether it’s a lighthearted moment or a deeply personal insight.
Seen on the Screen successfully transformed branded content into something more–a powerful, human-centered podcast that resonated with audiences far beyond industry circles. By prioritizing authenticity and unscripted storytelling, the podcast built a deeply engaged listener base.
Impact:
By embracing real conversations, Seen on the Screen didn’t just showcase creativity–it sparked meaningful discussions about identity, artistry, and the emotional power of film. It proved that when content focuses on connection rather than promotion, it can transcend expectations and create lasting impact. Seen on the Screen is shifting the narrative on what branded content can be.
