Successfully launch new Netflix anime series based on wildly popular video game IP

Details:

Role: Creative Director & Executive Producer
Client: Netflix
Agency: AV Squad

The Challenge:

Successfully marketing video game adaptations into anime series on Netflix is incredibly important given the power their core audiences hold. We must uphold the fandom of the video game IP’s audience, while at the same time making the show appealing for a general anime audience. Doing this successfully creates a bridge across audiences, creating new anime fans in the process while bolstering IP love for the game. In bringing DOTA to Netflix, we carefully crafted a three beat go-to-market video campaign that first teased, and then brought to life the epic scale of the universe and its diverse characters

Results:

→ Successful launch lead to two more seasons of the show
→ On-time and on-budget delivery of all creative