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Apple TV+ | Performance Marketing
Role
Art Direction, Concepting, Creative Systems Design + Documentation, Copywriting
Client
Apple TV+
Agency
Be Grizzlee / TBWA\Media Arts Lab
Team
Creative Director: Bethany Kennedy
Account: Maura Klondar
Media: OMD
Art Director: Amanda Tricomi
Producer: Josh Gardner
Designer: Nicholas Echeverria
The Brief
Apple TV+ requested a new, clearer format for their multi-title performance marketing ads. How could ads be organized to maximize key art and talent recognition, retain parity for all included titles, and be optimized for multiple message testing? And, could that design then be repeated cohesively across the required 65+ ad sizes that are part of Apple TV+'s typical media spend?
The Work
Be Grizzlee partnered with TBWA\Media Arts Lab to produce 1000+ monthly performance marketing assets for Apple TV+ via our Performance Marketing Lab. Much of this work focused on promoting single titles of series/film titles (by way of Launch, Binge, Finale messaging), however we quickly noticed multi-title content was outpacing and outperforming the single title assets.
To consolidate focus and launch a new multi-title push, Be Grizzlee and MAL teams collaborated to develop a Multishow "Premium Template" that streamlined the multi-title ads into elevated, simplified bento box formats—utilizing the modular boxes to highlight key art, and solid black backgrounds with white text to maximize contrast and messaging impact.
To support Apple's exacting brand standards and the unique requirements of film and television studios—I developed a comprehensive Premium Template Style Guide to outline all aspects of the new design (grid, dynamic content containers, hierarchy, typography, headline formatting, scaling, special use cases, Dos/Donts, and more) for all production partners to reference. Since not all key art is created equally, I addressed protocol for edge cases (specifically localization and other transcreation challenges) and provided best practices for arriving at cohesive design solutions.
The roll out of the new Multishow Premium Template was such a success, that Apple TV+ asked us to develop a sister template for single title ads in order to continue the visual language we had developed.
Impact
• The new premium template for multishow content increased CTR by 30% and overall engagement by 35%
• Template use and strict style guide adherence significantly reduced total production time, shrunk edit rounds, and expedited overall project timelines by 25% from kickoff to final approvals.
