RABEL
RABEL | The Future of Streaming Has Arrived
Rabel is a next-generation streaming platform and original content network built for the digital era. Blending bold innovation with creator-first values, Rabel is reshaping how entertainment is produced, distributed, and monetized. With a focus on empowering storytellers and launching fresh, culturally resonant programming, Rabel is poised to lead the future of entertainment.
Positioned as the home for boundary-pushing originals, Rabel operates as both platform and studio — debuting high-impact series, developing breakout talent, and redefining what it means to own your content.
At the forefront of Rabel’s creative rollout was Eric Wheelwright, who played a key role in developing the platform’s brand identity, original programming assets, and launch campaigns.
Scope of Work
As a lead creative and content strategist for Rabel’s emergence, Eric Wheelwright was responsible for shaping the platform’s voice, visual presence, and debut studio production slate. His work included:
- Original Programming & Studio Development
Directed and executive produced The Hannah Fletcher Show — Rabel’s flagship original series. Oversaw the full production, scripting, set design, and on-air creative direction, helping to position Rabel as a premiere destination for young adult talk and variety content.
- Show Branding & Visual Identity
Created the official logo and design language for The Hannah Fletcher Show, including custom video wall graphics and branded visual elements used across promotional and episodic content.
- Platform Launch Campaigns
Crafted Rabel’s pre-launch and launch marketing strategies, with a focus on platform differentiation, audience engagement, and creator empowerment. Developed and executed campaign themes, copy, and brand tone.
- Marketing Creative & Content Design
Designed and wrote multiple branded e-blasts for Rabel, producing original graphics and writing all accompanying promotional copy. Developed the official slogan and several campaign taglines that define Rabel’s revolutionary spirit.
- Multimedia Production & Editorial
Produced animated logo sequences, scripted promotional content, and led post-production editing for various launch-related media pieces — reinforcing the brand’s cinematic and creator-centric aesthetic.
From platform positioning to flagship series production, Eric’s creative leadership helped establish Rabel as a powerful new player in streaming — not just a service, but a studio built for the voices shaping tomorrow.
Telling Their Story
The Hannah Fletcher Show – “Coming Soon” Promo
Bold. Star-Studded. Unapologetically Fresh.
This high-energy promotional spot served as the first public teaser for The Hannah Fletcher Show, introducing audiences to the platform’s flagship original series. Produced by Eric Wheelwright, the promo features a dynamic blend of animated graphics, high-impact show clips, and celebrity cameos — including Gary Anthony Williams, Jessica Morris, Lainie Kazan, Stephen Kramer Glickman, Spencer Sutherland, Maisy Kay, and more.
Eric scripted and directed the voiceover, carefully crafting the tone to reflect the show’s bold, youth-driven identity. From pacing and editing to overall creative direction, the piece set the visual and narrative tone for the series’ debut while building momentum for Rabel’s official launch.
The Hannah Fletcher Show – Hannah Promo Drop
A New Voice for a New Generation.
In this direct-to-camera promotional drop, host Hannah Fletcher gives audiences a personal introduction to the show that bears her name. Blending heartfelt authenticity with cinematic flair, the spot includes select episode highlights and closes with a bold “Coming to Rabel” tag — reinforcing the network’s growing slate of original programming.
Eric Wheelwright produced, directed, and scripted the promo, capturing Hannah’s dynamic presence and aligning her voice with the show's brand ethos: energetic, empowering, and unapologetically real. The piece was designed to humanize the platform, introduce the host as a cultural force, and generate buzz across digital and streaming channels.
The Hannah Fletcher Show – Whimsical Hannah Promo
Funny. Lighthearted. Authentically Hannah.
This playful promo drop features Hannah Fletcher delivering a more whimsical and comical take on what viewers can expect from The Hannah Fletcher Show. Blending her signature charm with quick-hit moments from featured guests — including Lainie Kazan, Gary Anthony Williams, and Spencer Sutherland — the piece captures the show’s lighter tone and broad appeal.
Produced, directed, and scripted by Eric Wheelwright, the promo was designed to reveal another side of the host, showcasing her relatability, sense of humor, and natural presence on camera. The pacing, clip selection, and delivery were all crafted to highlight the show’s entertaining, unscripted energy while reinforcing Hannah as the charismatic nucleus of the Rabel original.
The Hannah Fletcher Show – “Peter Rabbit” AI Promo
This short-form promo features a photorealistic CGI rabbit — “Petter Rabbit” — delivering an energetic shoutout for the upcoming debut of The Hannah Fletcher Show. Designed as a quirky, attention-grabbing 16-second spot, the drop combines humor, realism, and pop culture appeal to drive curiosity and social shares.
Eric Wheelwright created the piece using AI-generated visuals, writing the original prompts and guiding the output to achieve a cinematic, emotionally expressive result. From concept to final delivery, he directed the tone, voice, and timing to ensure the piece aligned with Rabel’s digital-first identity.
This promo not only expands the visual universe of The Hannah Fletcher Show, but also showcases Eric’s growing expertise in AI-assisted storytelling and prompt engineering — a skillset that’s shaping the future of content creation.
Behind the Scenes at The Hannah Fletcher Show
Every frame of The Hannah Fletcher Show is guided by creative precision and real-time decision-making. As director and executive producer, Eric Wheelwright leads both the technical execution and creative storytelling from behind the lens — ensuring every segment aligns with the show’s voice, energy, and purpose.
In photo: Eric Wheelwright directing an episode in-studio, managing live feeds and show timing in real time.
The Hannah Fletcher Show – “Red Carpet Treatment” Graphic
Where Every Guest — and Viewer — Gets the Spotlight
This digital key art was designed by Eric Wheelwright to visually anchor The Hannah Fletcher Show’s core theme: everyone deserves the red carpet treatment — a concept originally developed by Eric as a foundational message for the series.
Used across the show’s social media channels and featured at the end of commercials and promo drops, the image captures the tone and spirit of the series — warm, empowering, and camera-ready.
The design reinforces the show’s visual identity while aligning seamlessly with its message: whether you're a celebrity, influencer, or everyday viewer, The Hannah Fletcher Show rolls out the red carpet just for you.
This branded graphic has become a signature visual across the show’s marketing ecosystem, from social headers to digital promos on the Rabel platform.
Rabel – Animated Logo Reveal
Dynamic. Distinct. Unmistakably Rabel.
This animated logo sequence was produced by Eric Wheelwright to introduce and reinforce Rabel’s brand identity across video content, series intros, and digital campaigns. Complete with custom sound effects, the animation delivers an energetic and cinematic feel — encapsulating Rabel’s bold, creator-first ethos in just a few seconds.
From concept to execution, Eric oversaw the entire creative process, including visual design direction, timing, sound design, and final delivery. The piece functions not only as a brand signature but as a statement: Rabel is not just a platform — it’s a movement with momentum.