SECTOR:
REBRAND
YEAR:
2020
ROLE:
CREATIVE DIRECTOR
THE BRIEF
the brief.
NOW TV had been the same brand for nearly a decade.The streaming wars had changed the market beyond recognition. Netflix, Disney+ and HBO Max were all spending billions. Dropping ‘TV’ from the name was just the start. The real challenge was repositioning an entire platform: from contract-free streaming service to membership destination, from transaction to belonging.
THE IDEA
the idea.
THE LOOK AND FEEL
The strategic shift was from customer to member.NOW wouldn’t just give you content. It would make you feel like you genuinely belonged somewhere. The illuminated ‘O’ became the centre of the identity system: an adaptive logo that could absorb the energy of any content on the platform, from House of the Dragon to a Premier League final. Sky Creative’s role was to take the new brand system and make it live across every touchpoint: campaigns, promos, social, OOH and digital, at the scale and pace a major streaming platform demands.
THE APPROACH
It was important for us to be able to tap into high-energy cultural moments, I helped focus the team on fast-moving paid social opportunities for NOW.Moving from initial idea to live creative in days not weeks, collaborating across Digital Marketing, Design, Publicis and Sky Sports News to bring reactive sports content into NOW’s social channels.
The campaign broke away from standard templates to feel timely, premium and editorially sharp, combining Sky Sports News video with bespoke static assets across Meta, Snap and Demand Gen.Built around clean messaging, striking imagery and a clear commercial objective, the work ran alongside BAU activity for four days and delivered 1,000 incremental sales.
Beyond the immediate performance, the project established a repeatable model for future reactive creative: faster collaboration, smarter use of live sports narratives, and more agile creative delivery across paid social.
OOH
THE IMPACT
