When a Brand Becomes a Studio: Bilt’s Roomies Story
When a Brand Becomes a Studio: Bilt’s Roomies Story
What happens when a brand moves beyond advertising and starts creating entertainment of its own? This conversation takes a closer look at Bilt’s move into vertical storytelling with Roomies, exploring how the series came together from concept through production. Bilt discusses the thinking behind the project, what they learned along the way, and the opportunities vertical series create for brands to connect with audiences through original entertainment.
Saturday, October 17, 2026
11:30 AM · AMC 19th Street, Theater 2
Zoe Oz
Chief Marketing Officer · Bilt
Zoe Oz is the Chief Marketing Officer of Bilt, the membership for where you live. Since launching, Bilt has grown to more than 7 million members across the country and forged partnerships with thousands of leading real estate operators, local neighborhood merchants, travel brands, fitness studios, and more. Under Zoe’s leadership, Bilt has become one of the most talked-about brands in loyalty and hospitality, known for its unexpected collaborations, viral social series, and a marketing approach that feels more like a cultural movement than a traditional campaign.
Cyrus Ferguson
Senior Content Director · Bilt
Cyrus Ferguson is a Brooklyn based writer, director, and content strategist. He has led creative teams at various startups and is currently senior content director at Bilt, the first loyalty program for renters. He is the co-creator of "Roomies", a viral short-form comedy series on Instagram and TikTok produced by Bilt that publications like Business Insider have called "actually funny".
Brooke Brazer
Actor, Writer & Producer
Brooke Brazer is an actor, writer, producer and director based in Brooklyn, NY. She is the co-showrunner and performs in the award winning, short form comedy series, Roomies.
Her work lives at the intersection of humor and humanity, exploring themes of identity, belonging, and illness through vulnerability and absurdity.
She additionally serves as an Endometriosis Advocate, utilizing storytelling to foster empathy, awareness, and community.
