Establish the narrative identity for the marketing of Netflix Interactive Specials across three successive titles

Details:

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

The Challenge:

As Netflix began to experiment with interactive game-adjacent content, they needed a clear narrative identity for how marketing trailers for these Interactive Specials differentiate from non-interactive shows. This challenge lead to us working closely with the narrative design team and the interactive UI/UX team to create trailers that clearly conveyed both the look and the feeling of the interactive experience. We did this first with Carmen Sandiego, and then the show was such a success that we continued developing this interactive narrative language with Kimmy Schmidt and Cat Burglar. The success of these titles helped pave the way for Netflix getting into games

Results:

→ Created the narrative identity for Netflix Interactive Special marketing
→ Consecutive success of each special led to more investment across the space
→ On-time and on-budget delivery of all creative
→ Established trust and built new client relationship with Netflix