Initial Concepting

The ask was to develop full-funnel campaign concepts to launch Sling’s new Rewards program. The campaign’s purpose is primarily to educate users about how they can start earning cash for watching the TV they love.

First-round concepts were developed around 2 distinct strategic territories: Empowering Enjoyment and Recognition within Reach. Due to perpetually short timelines and no budget, we resorted to AI as our newest and most adaptable in-house resource to create visuals.

My role included art direction of character conception and refinement, ad composition, deck construction, write-up contributions, and presentation.

Concept Development

The Win-Win concept was chosen for further development. Fresh AI-generated personas were created to depict the range of TV-watching experiences on different devices.

Concept Deployment

Ultimately, 2 personas focused on the home-based TV-watching experience were greenlit for in-market use in high and mid-funnels, and non-subject alt imagery was produced for low-funnel use. Cross-platform assets were created by in-house production designers who utilized Figma templates I developed for rapid versioning and deployment.

RESULT

The Rewards creative was developed on a rapid timeline and within the recent brand refresh guidelines to great reception from leadership. In-market performance was positive, with double-digit subscriber adoption of the Watch & Win product offerings.