DIRECTV NOW
Launching a TV Revolution
Role
Sr. Lead Designer / Architect
Responsible for Art Direction, Interaction Design, Motion Design, Video Editing, Video Optimization, Prototyping
With cord-cutting disrupting the paradigm of traditional paid TV services and viewer watch patterns shifting, AT&T launched DIRECTV NOW—a live TV streaming-only service that offers more channels than any other streaming service, without the added equipment costs, hidden fees, and long-term contracts. This is the entertainment you love, now on your terms.
Flipping The Script
A mobile-first video marketing experience
DIRECTV NOW’s responsive marketing site needed to feel revolutionary with a bold attitude—constantly driving home that this was a mobile-first live TV service you can stream, whenever, wherever, and however you wanted.
Primetime Interaction Design
Video content throughout preludes available network programming, while priming a user for the product interface—striking the balance of discovery and user onboarding. I prototyped the experience and partnered closely with our front-end developers to enable and optimize the interaction, motion design, and performance across platforms.
Measured Results
The marketing experiences contributed to one million subscribers in less than a year and 150% year-end sales target on launch day.
Subscribers in
first year
Sales target goal
upon launch
Team
Will Lee | Executive Creative Director of Digital
Daniel Kepler | Art Director
Adriel Caldelas | Sr. Lead Designer / Architect
Eric Talkar | Sr. Lead Designer
Olga | Sr. Lead Copywriter / Content Strategist
Claudia Gill | AD of Content Strategy & Production
Jennifer Latz | Director Marketing / Prod Owner
Corley Stone | Sr. Online Marketing Mgr / Prod Mgr
Marija Stranacevic | Sr. Lead Engineer
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