CHALLENGE
Branding the TV Revolution
With cord-cutting threatening traditional TV, AT&T launched DIRECTV NOW. The responsive marketing site needed to feel revolutionary and with a bold attitude—constantly driving home that this was live TV you can stream, when and how you want.
SOLUTION
Programming Focus
I was the Senior Creative Director responsible for developing DIRECTV NOW’s digital presence. I designed a responsive site template, with a clean interface focusing on programming as the hero. In parallel, I designed co-branded promotional sites offering a variety of deals enticing customers to sign up for DIRECTV NOW.
My templatized approach could easily be repurposed for multiple offers and any future partnerships with free streaming hardware offers with Apple, Roku, and Amazon.
RESULTS
Exceeding the Goals
The marketing experiences contributed to one million subscribers in less than one year and 150% of year-end sales targets on launch day.
SCOPE: Branding; UX Design
Results
The marketing experiences contributed to one million subscribers in less than one year and 150% of year-end sales targets on launch day.
PORTFOLIO
