Tubi “Not On Netflix” Campaign

Role: Independent Hybrid Creative Director (Art Direction and Copywriting)
Client: TUBI
Event Type: Not on Netflix Brand Campaign

Overview

Directed the in-house creative team and led the creative development of Tubi’s breakthrough “Not on Netflix” brand campaign, featured in Variety, Adweek, and the Los Angeles Times, positioning Tubi as a pro-consumer challenger in the streaming market. Partnered with marketing, data, and product teams to identify rising subscription fatigue and translate insights from Google Trends into creative strategy. Oversaw concept, production, and execution across broadcast, digital, social, and OOH, featuring six celebrity-led spots and the microsite, NotOnNetflix.com.

Dealing with subscription fatigue? Symptoms include headache, sadness, irritability, and receding bank funds. Wait, wasn’t cutting the cable supposed to be saving us money?! Tubi has the cure, and the Rx is thousands of movies and TV shows — all for free. And they’ve even got what’s not on Netflix.

Results

The campaign generated 353 press stories, 757M+ impressions, and 17.4M video views, earning Adweek Editor’s Pick, a Cynopsis “Best of the Best” Award, and a Shorty Gold Honor. The campaign elevated brand recognition and advertiser awareness by +9.8%, strengthening Tubi’s position as the world’s largest ad-supported VOD service.

Creative Director // Hawken Vance

Brand Marketing Director // Emily Jordan

Brand Marketing Manager // Jackson Izzo

Production Company // InSync PLUS