TV Come True

It’s not a dream, it’s TV Come True. That’s how I positioned the launch of Hulu’s new live TV experience… as a better, simpler, magical way to bring all your tv together into one seamless experience, both live and on-demand. The year-long campaign included the launch of a new brand identity and assets across brand and performance marketing channels and was named one of the top 10 campaigns of the year by ProMax..

The primary launch spot featured Anna Kendrick as a playful guide, created by agency partner 215 McCann to drive brand awareness while highlighting key product points. Other spots focused on pilars of the product experience inlcuding personalization, sports and mix of live and on-demand content. The spots won a Silver ProMax Award in the Image Campaign category 2017.

I worked with Troika to develop a new brand identity that was flexible enough to capture the luminous new product UI while reinforcing and updating core brand elements like the iconic Hulu green. The “frame” was introduced as a hard-working graphic signature element for reinforcing brand linkage between Hulu and shows agregated across networks.

My team produced a custom product video teaser for CES that highlighted the immersive and seamless experience with production partner Whitelist.

Multiple clip spots drove off-channel acquisition and on-channel awareness and were produced in-house.

ROLE: Creative Strategy, Hulu Creative Director
AGENCIES: 215 McCann, Troika, Whitelist
CLIENT: Hulu Brand & Product
DATE: 2017