The Chi Season 6 — Crystal Dunn

Client: Showtime / Paramount+ | Role: Lead Social Writer | Discipline: Entertainment Social Strategy & Copy

The Ask: Build anticipation and sustained engagement for The Chi’s Season 6 — through premiere, mid-season, and the hiatus before Part 2.

What I Made:

IRL activation: Brought Smokey’s BBQ (the show’s fictional restaurant) to life at Everyday People, “The World’s Coolest Day Party” — food truck + nostalgic Chicago front-porch photo op with merch and picnic seating.

IG Broadcast Channel launch: Built and guided #ChiFam’s dedicated channel — prediction polls, audio teasers, behind-the-scenes drops — now used by the show’s team to promote YouTube content to 13.9K followers.

Character-driven content series: Story-format assets highlighting relationship arcs to deepen loyal-fan connection and hook new Paramount+ viewers.

Formats: IRL activation, IG broadcast channel strategy, social video series

Interactive Polls

Direct Share to the DMs

Behind-the-Scenes Reveals

Showtime's The Chi returns with season 6, and our task is to create captivating content during the premiere, the entire season, and during the show's hiatus while fans wait to watch Part 2 the following year.

This asset is part of a series that highlights characters and introduces them to new viewers who follow Paramount+. By sharing moments embodying the character's journey, we've created a direction that caters to loyal fans of The Chi and potential new eyes.

This "Baker and Papa" asset is part of a larger series of deliverables designed to demonstrate the powerful bonds between characters on our show. By highlighting these relationships, we strengthen the connection with our existing audience and introduce storylines that resonate with new viewers. This particular asset showcases the heartwarming bond between Baker and Papa, capturing their special moments together and reminding us all of the importance of family.