Audiences knew STARZ. Consideration was the harder problem. The campaign needed to turn its bold, provocative programming into a clear reason to choose the service in a crowded streaming market.

I led positioning, campaign direction and the teams across Brand Marketing, Production, Photo, Video and Design, from consumer research and executive alignment through creative and the national rollout.

Making the case for brand investment was part of the job. Research connected the campaign to consideration and purchase intent, giving the business a clear basis for that investment.

Provocative copy in black space and STARZ Glint introduced the adult positioning before imagery and video paid it off.

Media clearance shaped the execution: it had to retain its adult edge in public. The copy-only phase and email stunt in New York subways and Los Angeles wild postings made that constraint part of the idea.

A phased reveal connected Times Square digital networks, subways, transit shelters, citywide wild postings and major Los Angeles outdoor sites.

The campaign’s four-series hero artwork and outdoor executions.