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Netflix Narcos

Directed global visual product promotion and led visual merch strategy for two of the most important initiatives at Netflix: promotion and optimization on-service.

Billboard promotion video on TV

Post Play promotion on site

Post Play promotion on site

Email promotion on mobile

Email promotion on mobile

Box Art images for A/B test

Box Art images for A/B test

Story Art images for A/B test

Story Art images for A/B test

Visual design for image test

Visual design for image test

Visual design for image test in UI

Visual design for image test in UI

Success: 10% lift of core metrics directly related to image optimization

Success: 10% lift of core metrics directly related to image optimization


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 Assoc. Creative Director, 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.


MY SKILLSETS UTILIZED
• Creative Direction
• Strategy
• Art Direction
• Visual Design
• Merch Design
• Visual Product Design
• Managed external vendors
• Led design team


TEAM
Director of Product Innovation, Jennifer Nieva
Originals Product Innovation Lead, Lynn Chau
Product Creative Producer, Shannon Kaposy
Design Director, Chris Smith


DESIGN STRATEGY
Targeted multi-market segments with three thematic campaign initiatives for a wider reach that resonated with audiences nationally and globally:
•  Gangster’s 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 an 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.