Designed and implemented a highly personalized visual and content experience to increase viewing hours by 10% for 93M members driving $8.5B in revenue.
THE PROJECT
On-service promotion for the global Netflix Original television series launch, Narcos.
>> Live on Netflix
>> More details on this effort are available in a non-technical, and technical blog post.
>> Featured in my 2017 SXSW Talk "Get Your Shit Together And Promote Like A Boss"
MY ROLE
As Visual Design Lead, I directed global visual product promotion and led visual merch strategy for two of the most important initiatives at Netflix: promotion and optimization on-service.
Promotion of Netflix Original Content:
Engaged users through Netflix Original content while maintaining their immersion in the story on-service.
Asset Optimization:
Decided which assets (images, trailers, etc.) to use when representing Netflix content globally across web, mobile, tablet, and smart TV's.
DESIGN STRATEGY
Targeted multi-market segments with three thematic campaign initiatives for a wider reach that resonated with audiences nationally and globally.
For example, NARCOS:
• Gangster lifestyle
• True Crime
• Dramatic duplicity of human nature, good vs. bad
Content creation by partnering with marketing photoshoots to capture visuals that were captivating and flexible to work as outdoor billboards on Sunset Boulevard hundreds of feet away and be just as compelling as a thumbnail on an iPhone inches from your face.
Utilized A/B testing and ethnographic methodologies on a global scale to objectively identify the image with the highest stopping power.
MY SKILLSETS UTILIZED
• Creative Direction • Strategy • Art Direction • Visual Design • Merch Design • Product Design • Managed External Vendors • Led Design Teams
TEAM
Director of Product Innovation, Jennifer Nieva
Originals Product Innovation Lead, Lynn Chau
Product Creative Producer, Shannon Kaposy
Director of Design, Chris Smith