As a Senior Designer at Movement Strategy, I played a key role in the social launch of HBO Max, transitioning audiences from the traditional HBO cable experience to the newly established streaming service, now rebranded as Max. Our primary focus was to distinguish HBO Max in a competitive streaming landscape beyond its signature bold purple branding. The strategy centered on audience engagement and nostalgia, particularly for the HBO Max Family segment, while maintaining a dynamic and engaging approach for the broader HBO Max platforms.
HBO Max Family: Nostalgia Meets Interactive Content
For HBO Max Family, we honed the tone and voice to evoke nostalgia that resonated with both kids and parents.The tone celebrated iconic characters like Chandler Bing and Bel-Air’s Phil as the “dads” and Princess Bubblegum and Daphne as the “moms,” ensuring multi-generational appeal. Platforms like Instagram and YouTube became our canvas for interactive and trend-driven content. Evergreen ideas included posts where users could discover their "Dexter's Lab name," while timely trends like “What I Eat in a Day” received a creative twist. Original content, such as TV show-inspired holiday sweaters, further distinguished the platform.
One of our standout achievements was HBO Max Family’s first-ever viral TikTok series. Inspired by the “What’s in my parents’ house that just makes sense” trend, I conceptualized and pitched an idea centered on the fan-favorite character Joey Tribbiani from Friends. The clips highlighted Joey’s hilariously nonsensical but oddly logical quotes. Originally intended as a YouTube long-form piece, the idea evolved into a TikTok series through collaboration with the social media manager. I selected the clips, partnered with editors and motion designers, and brought the concept to life. The series achieved viral success, significantly boosting engagement and follower growth.
HBO Max: A Distinct Look and Feel for Mature Audiences
Beyond the family-friendly content, we developed the social presence for HBO Max on TikTok and YouTube, establishing a cohesive look and feel for thumbnails and engaging audiences with relatable, adult-leaning humor. This tone contrasted with the playful nature of HBO Max Family, offering a sophisticated yet approachable brand persona.
Multi-Faceted Role and Creative Collaboration
Throughout my time on this account, I wore many hats—from concepting and art directing to refining my design, editing and motion graphics skills. Collaborating with a talented team of Art Directors, Creative Directors, Copywriters, Editors, Motion Graphic Artists, and Social Media Managers, I contributed to a range of impactful projects. These efforts not only positioned HBO Max as a leader in the streaming space but also solidified my ability to merge creativity with strategic execution in a fast-paced, innovative environment.
Concept, Designer & AD : Things Joey Says Pt.1
Trend Pitcher & Designer : Elf on Shelf Parody
Designer : Superpowers / Titans
Concept & Designer : Holiday Sweaters
Concept & Designer : What Are You Made of / Powerpuff Girl
Concept, Motion Graphics & Designer : How To Make Chips / Selena & Chef
Concept : Have Faith or Mimosas / Gossip Girl
Concept, Story & AD : What I Eat In A Day / Friends
Editor & Motion Graphics : Amy Schumer
Concept, Story, On Screen Copy & AD : Gossip Girl Zodiac