Greg Nix

The Brief

LEGO wanted a live-action, creator-centric comedy series that would help age up their brand presence on YouTube.

The Idea

Make LEGO a real YouTube show, not an ad. We borrowed formats the audience already watches, like challenges, guessing games, and head-to-head battles, and made the bricks the thing everyone's competing with. Scripted setups, unscripted reactions, so the comedy feels real.

What I Did

As Head Writer, I led a two-writer team through the full episode pipeline — developing concepts around LEGO's product lineup, guest talent, and YouTube calendar; brainstorming segments; assigning outlines; and writing hybrid outline-and-dialogue drafts that left host intros and outros loose enough to play naturally on camera. I also worked directly across the client, showrunner, creative director, and production teams: translating brand notes, developing replacement concepts when pre-approved ideas were scrapped, and helping solve high-level creative problems on set.

Format Architecture

Every episode ran on a named, repeatable format. Each one got a name, a tagline, and a set of rules, then a new fandom got plugged into it — Star Wars at WonderCon, Minecraft in studio, NASCAR at the Iowa Corn 350. Here is one format and one episode built from it.

Writing Inside the Rules

LEGO's brand guidelines are strict — bricks can never be called "Legos," and products can't appear on screen alongside certain things, like real food. For a food-themed episode, I turned that limitation into the premise: a mystery box where hosts had to guess whether each hidden object was a LEGO food build — a brick hot dog, for example — or the real thing. The format kept us inside the guidelines while making the restriction itself part of the joke.

Watch an Episode

Script Sample

Unscripted competition — bracketed lines were written both ways, depending on who won the round.

Short-Form

Long-form episodes were paired with short-form YouTube Shorts built from the same brief. Here's one, from brief to finished Short.

Results

Season 1: 30M+ organic views, 150K+ engagements, and nearly 1M channel subscriber additions across 16 episodes. Season 2 is releasing now.

The Brief

Google wanted a flagship YouTube series to drive awareness of its partnership with Niantic and Pokémon GO.

The Idea

Turn awareness into participation. Viewers chose their own training track (Music, Fitness, or Exploration), then posted their own training to #PokemonGOFest2021 for a chance to be featured by the Try Guys.

What I Did

As lead writer, I developed the branching narrative and scripts for a 12-video interactive series built around three training tracks — Music, Fitness, and Exploration. The creative challenge was making every path feel like a satisfying choice rather than a "wrong" one, since viewers could follow only the track they selected. I also wrote the campaign's social copy: brand-channel posts for @googleplay and a pre-cleared toolkit that gave the Try Guys and four guest creators copy they could adapt into their own voices.

Watch the Intro

Social & Creator Toolkit

Brand-channel copy and the creator toolkit, next to what the creators actually posted.

The @tryguys want to know the verdict — Rock or Pop? Body or Mind? Pokémon GO Fest is happening in T-minus 2 days! #GooglePlay players get access to rewards and surprises.

Do you have your tickets yet? Link in bio to purchase! Stay tuned for more. @pokemongoapp #PokemonGOFest2021

The toolkit page

The day is here. Make a post that pushes viewers to the YouTube Choose Your Own Adventure content.

Direction

Image or video of you on set in costume

Sample copy please edit to fit your voice

THE DAY IS FINALLY HERE! Remember when I teased something cool was coming, well now you can watch me in the @TryGuys YouTube video where we take you on an adventure filled with trainer tips for #PokémonGOFest2021. Make sure to watch the Exploration track and watch until the end to be a part of the challenge. Link in bio @GooglePlay #ad

Hashtag requirements

#PokemonGOFest2021 #ad

Handle requirements

@GooglePlay @TryGuys

Branded content tag

Paid partnership with @googleplay

Don't stress because it's not too late to train in Music, Fitness, & Exploration to get ready for Pokémon GO Fest! The Try Guys want to see your training pics and videos — tag @TryGuys @GooglePlay and use #PokemonGOFest2021 for a chance to be featured in their react video on July 17! #ad

It's time for an ADVENTURE! Me and @TryGuys help you get ready for Pokémon GO Fest in a new video on their YouTube channel. In the Exploration track we'll go on a journey filled with cool tips. Plus, the guys want to see how you explore with a pic or video. Use #PokemonGOFest2021 and tag @TryGuys + @GooglePlay. Link in bio to watch the videooo! #ad

Team Pikachu Rock Star or Team Pikachu Pop Star? Use #PokemonGOFest2021 and tag @googleplay + @tryguys to show off your look and the Try Guys will pick their favorites on July 17. And if you want to see my pop or rock star attitude, choose the Music track in the Adventure (link in bio) #ad

Results

10M+ views across 100+ campaign assets, 700K+ social engagements, and a 50%+ retention rate past the intro video.

The Context

Past Gas is Donut Media's flagship automotive-history podcast. I researched and wrote 29 original episodes in its original format before the show was reconceived as a series of 12-episode seasons.

What I Did

Years later, Donut Media brought me back to help establish the reboot's voice and tone. I rewrote all 12 episodes of the new single-host season, turning research-heavy first drafts into a more cohesive, story-driven narrative about the history of JDM cars — bringing my total to 41 episodes across both eras of the show.

Watch an Episode

Script Sample

Results

41 episodes across both formats of Donut Media's #1-ranked auto podcast, with millions of listens across podcast platforms.