I led creative direction for Joyn’s On-Demand Channels, turning a complex hybrid feature into a simple promise: Binge by Mood. Watch by Genre. Anytime.
Role: Motion and Creative Direction
Joyn’s “24/7 Channels” are always-on, curated streams organized by genre or content type, from comedy to crime to reality. Seamlessly integrated into the Live TV grid, they look and feel like traditional channels, but with one major upgrade: users can skip, jump, and binge on their terms.
To introduce this hybrid experience, we created an easy and relatable conversation between two Joyn users. One explains the feature, the other reacts Just like friends swapping app tips over coffee.
The tone was casual, expressive, and real, brought to life through motion, vibrant colors, and dynamic design.
Creative
• Built a clear message house and tagline — “Binge by Mood. Watch by Genre. Anytime.” — translated across CTV, mobile, and social.
Directed a friend-to-friend narrative with bright, expressive motion that demonstrates start-over and skip controls in seconds.
• Led cross-discipline production from script to animation to cut-downs; partnered with AD/Motion (Alex Mahnke) to scale assets fast.
• Created a reusable asset kit for product surfaces, CRM, and store previews to support ongoing channel launches and branded takeovers.
Business Impact
• Drove a high single-digit lift in watch time post-launch and improved 24-hour revisit by making lean-back discovery feel effortless.
• Increased channel starts and session length within the Live-TV grid by clarifying controls and reducing first-play friction.
• Opened new commercial formats, including the OTTO branded 24/7 channel (approx. 7 hours of shoppable content with QR to PDP), expanding inventory and commerce opportunities.
Creative and Animation Director: Gabriel Menezes
Art Direction/Motion: Alex Mahnke
Soundtrack by Epidemic Sounds.
Visualizing a global education for the 21st century