Stories with a POV
At the time I worked with Netflix, it was becoming much more than a place to watch great shows. Its audience and influence were growing, which presented an opportunity to have a point of view about the stories it told, who they were for, and how the brand itself showed up.
She Rules
Built around The Crown, She Rules celebrated the women behind Netflix’s most compelling stories – from the actual Queen to queens of comedy, action and music.
This piece turned their catalogue into a statement. It ran during the Emmy Awards against the cultural backdrop of the Me Too movement, and it spoke volumes.
Press Play on Imagination
As Netflix expanded its family offering, parents needed a reason to feel good about more screen time.
Press Play on Imagination, created with TBWA/Chiat Day LA, did not try to sell parents on the titles, but rather on what they might spark: play, curiosity, and imagination. This was a point of view bigger than the screen.
Big Branding for the Small Screen
The now-iconic N began as a brief purely because the full wordmark didn’t work or test well as an app icon. With more and more people watching Netflix on their phones this was problematic.
Working with Gretel, we created the N: a simple ribbon of Netflix red that could evoke a red carpet, a strip of film, a ticket—or an endless stream of stories. Born from a UI problem, it became the smallest expression of a very big brand.
