Client: HBO Max
Agency: phenomenon.
A high-energy campaign celebrating HBO Max’s universe of content through a seamless dance mashup. Characters from across the platform—like Friends and DC—were edited to move in sync, creating a unified, joyful spot.
My Role
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Shape the visual direction of the campaign, ensuring consistency across all video formats and branded assets.
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Originated the social-first idea that inspired the campaign and contributed to defining the visual identity from early concept through execution.
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Supported the adaptation of the hero spot into social-first formats, helping align visual storytelling for platforms like Instagram and TikTok.
The Intro Maker
A social first concept I pitched: an HBO Max Intro Maker that let fans remix iconic HBO openings using characters, visuals, and audio from the platform’s library, then share their versions across social. The idea became the creative foundation for the full campaign, inspiring a high energy, dance driven TV spot built around a mashup of HBO Max’s most iconic properties.
Longform Version
A :60s extended cut created for internal purposes, showcasing additional character moments and a wider range of content. This version expanded on the energy and pacing of the TV spot, offering a broader look at the creative execution behind the mashup.
Digital Launch
Short-form edit adapted from the hero spot, created specifically for Instagram, TikTok, and other social platforms. This version distilled the campaign’s energy into bite-sized formats optimized for mobile viewing, engagement, and shareability—extending the reach of the campaign across digital channels.
