MALEKSALEHI
CREATIVE PRODUCER
HULU ON DISNEY+ LAUNCH
BRIEF
Launch the new Hulu on Disney+ one-app experience, targeting primarily Hulu standalone subscribers to educate them on the product’s value.
WHAT I DID Given this was Hulu’s biggest product launch priority of the year, we worked closely with Consumer and Marketing Teams in the development stage to test creative and ensure we put forth the most optimal concepts and rollout plan. We landed on a creative vision for the hero spot in which Disney+ and Hulu characters talk to each other within tiles of the new Disney+ interface, breaking the fourth wall (think Brady Bunch or Hollywood Squares). I produced the multi-media launch spots, solving for complex production workflows across talent shoots and VFX. We capitalized on six existing Marketing shoots to capture top talent.
To sustain rollout, we also created a series of clip-based spots which hinged largely on collaboration with media management, programming teams, and music licensing (hello Beatles license!). I established creative & show partner approval workflows and finishing processes as this was the first time Hulu and Disney+ came together to execute a campaign.
VIDEO : HERO LAUNCH SPOT
IMPACT Ad Tracker showed Sub and Non-Subs viewers saw clear line between the featured content and its availability on Hulu, exceeding goals on Brand linkage and relevance.
DELIVERABLES
— Video
x4 creative versions (:30/15s)