Creative 100: TV and Streaming Innovators

Like a Big Bang, the streaming universe exploded out in all directions just in time for a pandemic to lock audiences at home by the millions. The experience of the past year has helped put the work of modern television's most creative talents in front of more people than ever—at a time when comfort, empathy and distraction were in short supply. Here's a look at the TV and streaming innovators featured on this year's Creative 100: Jasmyn Lawson Content executive, Netflix Making a mark: In just three years, Lawson has made an indelible mark in the streaming space. While overseeing the editorial content for Netflix's Strong Black Lead imprint, Lawson—alongside the platform's licensing team—managed to answer the collective prayers of its core audience by bringing seven classic Black sitcoms to the platform. The onboarding of Girlfriends, Moesha, The Parkers, Sister Sister, One on One, Half & Half and The Game not only eased the sting of a long lockdown for many, but also satisfied a programming gap Netflix’s competitors had yet to address. In the nick of time: While fans may have assumed their wishes to stream these comedic favorites had gone unheard, Lawson was listening and quietly working on the deal for years. They managed to close the deal a mere week before the start of the nationwide lockdown. “The events of this past year were certainly not in our plans," she tells Adweek, "but it was personally comforting to provide joy to our members, especially Black joy, during a moment where Black pain was so prevalent." Advice for rising talent: She believes each person should be guided by their passions. “I love, love, love TV. It's the thing that brings me the most joy. And I let that passion guide me through every decision I make. Don't be afraid to ask yourself, ‘Do you love this or not?’”—Shannon Miller Michaela Coel TV writer, creator and actress Mastering multiple pivots: Coel didn’t exactly abandon her comedic roots while creating, writing and starring in HBO’s critically beloved drama I May Destroy You. However, by choosing to mine her own traumatic experience with sexual violence in order to tell a nuanced story about the culture of consent, she did flex her chameleon-like ability to excel in any genre, solidifying her as an unstoppable talent. The series also marked the beginning of a budding creative relationship with HBO. Not only did the multi-hyphenate turn down a million-dollar offer from Netflix in order to retain ownership of her work, but Coel’s comedic series Chewing Gum—which was originally billed as a Netflix Original Series—also found a new home with HBO Max in February. On avoiding "heroic" titles: "I stay away from branding myself as some sort of hero, because I think it can lead you into trouble,” Coel told Elle Magazine. “I like to do what I can. If I can make a show, it doesn't strain me to create 268 jobs. If I do this the best I can … then I've contributed to what's happening here, and it's not breaking my back.”—Shannon Miller Jac Schaeffer Producer, director and scriptwriter Making Marvel magic: Schaeffer was the showrunner for this year’s breakout streaming sensation, WandaVision on Disney+, and co-wrote the story for one of the summer's most anticipated movies, Black Widow. Inspiration through collaboration: "I had always thought of myself as an individual sport kind of a writer, but it was on WandaVision that I learned how phenomenal it is to be at the helm of a truly collaborative, dedicated and talented team. I drew so much inspiration from the WandaVision writers—not just for the show but as a person on the planet. I believe a big part of the show's success stems from the good intentions of the people who so lovingly put the story on the page." How quarantine affected the work: “We hadn't finished filming when the pandemic hit. We shut down for several months and when we resumed shooting, rigorous Covid protocols were put in place. To the credit of the cast, crew and studio, we finished the show safely.” Advice for aspiring writers: “Learn how to receive, process and implement creative notes. The goal is to be able to hear the opinions of others with the least amount of ego interference and then make the best choice for the project. It's not easy and it takes practice, but for screenwriters in the franchise space, it's just as important as raw talent.” —Al Mannarino Jed Mercurio TV writer, producer and author Breaking records: Even for one of British television’s most in-demand showrunners, 2021 has been a big year for Mercurio. Season 6 of the BBC British police corruption series Line of Duty was completed under Covid-19 restrictions alongside the pressure of public expectation built up over seven years about the reveal of the show's criminal mastermind, known as H. A record-breaking 12.8 million people watched the ending live on BBC 1, making it the most watched drama in Britain outside of soaps. The response to what became a long-running and much-beloved TV show—that also found a home on Netflix—only sparked demand from fans for more. What's next: Mercurio is working on a six-part thriller for ITV called Trigger Point, with a rumored second season of hit drama The Bodyguard also in the works. He is also busy adapting a political thriller for Netflix, an adaptation of Fletcher Knebel's 1965 novel Night of Camp David, to be directed by Paul Greengrass. Advice for aspiring writers: "Keep exploring whether a new project is working, and don't fear reaching the conclusion that a particular idea suffers from insurmountable flaws. Successful writers develop multiple ideas at the same time. It's only the ones they really believe in that they drive through to the end. When I was in the Royal Air Force, one of my flying instructors shared a memorable life lesson: Takeoffs are optional; landings are mandatory."—Stephen Lepitak Steven Canals Co-creator and executive producer, Pose Ending an era: As FX’s award-winning drama Pose progresses with its third and final season, Canal’s impact on the industry as co-creator and executive producer is clearer than ever. Though the show’s finale will undoubtedly leave a sizable void in the TV landscape, Canal’s penchant for deeply human storytelling will get a second life through his development deal with 20th Century Fox TV. Pose’s impact: As the series nears its conclusion, Pose remains the first and only scripted show of its kind to center on a predominantly trans and queer cast. In addition, it has received critical acclaim for its thoughtful and varied portrayals of individuals living with HIV and AIDS—especially when it came to people of color. The individual stories of the show’s stars Blanca (Mj Rodriguez) and Pray Tell (Billy Porter) showed a range of experiences between those living with the disease, working against a dehumanizing stigma that has followed the community for decades. "To me, that's the beauty of this show,” Canal recently told Digital Spy. “I hope that it inspires other storytellers to say, 'Yeah, we may have seen a version of that story before, but there are other versions to tell.'"—Shannon Miller Check out Adweek’s Creative 100 for 2021 by category: Agency Leaders | Agency Talents to Watch | International Agency Leaders | Branded Content Innovators | Visionary Directors | Media Innovators | Artists and Authors | Icons and Influencers | Cover Star: Amber Ruffin

The Creative 100

Creative 100: TV and Streaming Innovators

Modern television's creative talents who rose to the occasion when audiences craved comfort, empathy and distraction

Jasmyn Lawson

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