Foxtel is a brand under fire from every angle, and a beautiful brand to be involved in the communications of for that exact reason.

Being Australia's monopolistic leader in pay TV for 22 years, it's now having to innovate to reinvent itself in a world of Netflix, Stan, and so so many digital entertainment & streaming alternatives.

At TBWA, I joined the brand amidst this evolution, as lead agency on strategy and creative communications across it's entire product suite.


Foxtel Now:

The Challenge: Take a brand with 22 years of heritage and perceptions of being complicated, hard to deal with, overpriced, arrogant and disliked, and make it appeal to the masses through a new product that rivals the price and simplicity of modern streaming giants.

The Insight: Great content brings people together - TV shows are the most talked about topics in the 21st century (take that Weather!). 

The Solution: People in unison, passionate about content. Putting the content before the brand, and shooting in a style that moves us away from Foxtel's corporate look that allows us to rebrand.

The Execution - Launch video

My Learnings: Rebrands are epic. To steer a massive corporate beast of a ship in a new direction is no easy feat. True story (for anyone remotely surprised).

Make It Yours:

The Challenge: Foxtel is viewed as rigid, corporate, difficult to navigate brand. They have a vision to be the customer hero, having the ability to disrupt (of all things...) themselves.

The Solution: Chris Hemsworth.

The Execution: