Sling TV

FLEX PASSES

In a world of streaming providers bundling services and raising prices, Sling TV introduced a new way to watch that would once again be an industry first with non subscription-based Live TV Passes. Executed in Q3 to coincide with the 2025 football season, we utilized Midjourney's latest motion engine as well as Veo 3 to combine AI athletes with bespoke glassmorphic-inspired passes crafted in Figma that captured the future-facing appeal of this breakthrough offering. We concepted deliverables 360 campaign materials that would appear across high, mid, and low-funnel as cross channel OLVs, paid social and paid search, web, and email touchpoints. My role as AD/lead included running initial brainstorms with senior designers and copywriters, guiding storyboard development alongside internal and external motion design collaborators, generating athletes in Imagen and animating with Veo 3, refining presentation materials, and working with AM/PMs to layout milestones and assign roles for production assets.

Concepting

In-market Deliverables

Results

As illustrated above, the total deliverable count was no small feat for a small team of less than 10 to go from KO to delivery in 6 weeks. We launched the product on August 5th with the goal of selling 1 million passes by January, which at the time sounded like a pretty lofty target. When we hit 1 million sales by mid-November instead, it was safe to say the campaign was a massive success. With pass sales still retaining momentum through the football season, it's likely we'll have doubled the goal by the initial projection date and will shift to explore new avenues to give live TV watchers exactly what they've been asking for.