DIRECTV STREAM LAUNCH CAMPAIGN - 2020

In the summer of 2020 AT&T TV was rebranded under the DIRECTV STREAM name. DIRECTV had been a leader in Satellite TV services for years and the client wanted to connect their streaming service to the established brand. The IAT team of TBWA/Chiat/DAY/LA, Critical Mass and Kern enlisted the mighty Serena Williams for the inaugaral “GET YOUR TV TOGETHER” campaign.

While Chiat took the lead on the IAT for this one, our team came out on top in terms of impressions. What can I say? Digital works hard for us and that’s coming from a guy with deep roots in traditional advertising.

Where we made it shine was in HOW we used the work to successfully launch DTV Stream and with some of the special executions we did to extend the campaign. The campaign consisted of 3 parts, a Wonder Woman 1984 crossover, a Matrix crossover and a Halloween crossover. My team was involved in all aspects of the overall campaign from early stage ideation, shoot planning, shoot days (virtual due to covid) and execution.

Our extensions included a comic book, AR games, AR Portal, Halloween Monster lenses, Halloween Tinder Monster profiles and the most successful, IG and FB poll units.