Initial Concepting

The last campaign to go to market before the introduction of the new Sling branding, the ask here was to drive acquisition momentum by attracting new customers during the lead-up to the start of the March Madness tournament.

As is often one of the top RTBs, the focus here was on value with the primary message being dictated by the Brand team as ‘Journey to the madness with Sling’.

My role included running the brainstorming sessions, art directing initial concepting and refinement, and assisting with deck construction, write-ups, and presentation.

Concept Development

Concept 2 was chosen for further development. Additional imagery was created and animation considerations were made to help heighten the hype and transform the existing compositions into motion ads for paid social.

Concept Deployment

With the neon glowing and the players retouched, we were ready to bring this year’s MM hype to market. A look and feel file was created for hand-off to in-house production designers who utilized smart object-based PSD templates I developed for rapid versioning and deployment.

RESULT

As with almost all Sling initiatives, March Madness was developed on a rapid timeline, however was the first project we were able to fully integrate AI (Midjourney) into the workflow. Having been resigned to commercial stock options and little (if any) budgets up to this point, our ability to wield this groundbreaking new tool has exponentially expanded our ability to ideate and bring into being what we could previously only dream of, to the delight of both our creative team and marketing project owners.