I creative directed a mixed media film to expand Joyn’s brand expression toward Gen Z, turning the first anniversary into a community-first moment.
Role: Direction
Instead of celebrating an app, we celebrated the people behind it. Joyn is not built on Originals, tech, or UI. It is built on viewers. We flipped the birthday script: gratitude over bragging, connection over features. The campaign bottled community energy with character animation, kinetic type set in EHRLICH and STÄNDIG, and mixed-media nods to cult shows and everyday watch moments. The result was a brand moment rooted in emotion, strengthening Joyn’s bond with its audience and championing audience-first storytelling.
We launched a modular hero film with cut-downs for TV, online, and social. The system included character animation, kinetic type, the core brand palette, illustrated worlds with show cameos, and transitions designed for easy versioning. Gratitude beat hype. Every time.
Creative
• Centered users as the hero with a clear, repeatable narrative: thank you.
• Built a flexible mixed-media animation and type system that scales across formats.
• Humanized a tech brand with a warm, local voice and relatable humor.
Business
• Shifted internal mindset toward audience-first briefs and KPIs.
• Created a ready-to-version asset toolkit to speed future campaigns.
• Established a platform for community activations and retention touchpoints.
Gabriel Menezes — Direction
Copywriter — Martin Pfetscher
Animation — PlusOne, Amsterdam
Sound Design & Music — Out/Standard
