HBO Max Launch
Client / Year
HBO Max
2021
Role
Creative Direction
Creative Strategy
Creative Team Management
Ideation
Team Management
About
In 2021, I accepted the challenge of joining the HBO Max team, a division of the former WarnerMedia (currently known as Warner Bros Discovery), as Senior Creative Manager. Alongside a creative team I built from scratch, we were responsible for the conception and production of a media plan that exceeded 3 million dollars. Our objective was to dominate the entire digital media ecosystem in Latin America through innovative pieces that announced the arrival of HBO Max, accompanied by a unique promotional package. All the pieces below were produced internally, without any support from external agencies or production companies. We planned, crafted scripts, and produced everything in collaboration with our internal team of designers, editors, writers, and various creative minds. Let me take you through this journey, shall we? The result was an incredibly impactful, entirely digital and creative campaign that stood out, delivering the best results in comparison to several other pieces of the launch campaign.
The Price Reaction
Drawing inspiration from the popular "College Acceptance Reaction Videos," we invited highly expressive influencers to provide scripted reactions to our exclusive price offer: 50% OFF FOR LIFE!. The reactions became captivating 30-second videos, to be featured on Youtube Masthead, Tiktok and META. The approach effectively engaged our target audience, generating curiosity and prompting the question: why is someone so amazed?
Tinder: It's A Match with HBO Max
To get more Swipe Rights, we are betting on our character's charm instead.
Spotify Audio: Bugs Bunny Vs Daffy Duck
Having a Bugs Bunny and Daffy Duck argument pop up amidst your daily Spotify playlist could be a nice surprise. The distinctive voices of these iconic characters will deliver the news about HBO Max, all while maintaining the charm of their classic friendly banter.
Spotify Spot: Iconic Soundtrack
Harry Potter, Friends, and the Champions League - what do they all have in common? An iconic soundtrack and the fact that you can enjoy them all on HBO Max. Capitalizing on these beloved and recognizable soundscapes, we've crafted a series of Audio Spots designed to captivate Spotify users' attention within their daily playlists.
The Maximum Remix
Tik Tok TopView is the place for brands to present themselves to a younger and creative audience. It’s also important that we present ourselves by giving the audience something to play with. Our idea consists of creating a video remix that showcases a fun audio track for any user to create with: lip syncers, makeup artists, dancers and translation masters.
Tik Tok: Subscribe For Part II
There's a well-known trend on TikTok, where creators begin sharing a captivating story that can't be contained within a single video. They often pose the question: "Do you want to know more?" They encourage viewers to like the video to indicate their interest in seeing the continuation, usually labelled as "Part 2" of the story. This concept inspired us to implement a similar approach, leveraging the storyline of our series. But instead of a like to find out the rest of the story, we invited the audience to subscribe for HBO Max.
Content Sizzles
If you're familiar with the entertainment industry, you're well aware of the recurring promotional power of sizzles. As part of our launch strategy, we also had the exciting challenge of producing sizzles that would truly capture the essence of our top-tier content. Here, we invite you to glimpse a few of our creations.
