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NOW TV

Brand identity Brand campaigns Tone of voice guidelines & training App & UX copy Team management TV, OOH, radio, social, CRM & paid ads Brand identity

Leading the Copy Team

Women in Marketing – Copywriting Award – Shortlist, 2022

‘Brilliant Entertainment’ – NOW TV rebrand

NOW TV is the destination for people who live for and love TV. I was brought in to lead their huge 2021 rebrand – which spanned across full visual and verbal identities, and a multimillion budget campaign. One of the biggest projects was writing their new Tone of Voice and re-defining their product positioning, moving the platform to a membership model. To onboard their in-house channel teams, I led Tone of Voice workshops (including for C-Level), and developed 75+ pages of extra written guidance.

And of course, on top of this, I was lucky enough to write multichannel content campaigns, too: OOH, radio, TVC, CRM, web, social and paid ads.

NOW content and campaigns tone of voice, August 2021

Above the line: TVC and OOH

A huge shift across the visual and verbal identity needed a big national campaign to bring it all to life. Partnering with a third-party agency, I wrote TV scripts and created OOH headlines that showed NOW’s ‘opinion’ on its own content.

TV ads

Watch on YouTube ↗

OOH Media and concepts

NOW out-of-home — ‘Stream the ultimate lineup’

NOW out-of-home — ‘Stream first-class entertainment’

NOW out-of-home — ‘Back to back brilliance’

NOW out-of-home — ‘Every bloody episode’

‘Game of Thrones + House of the Dragon’ campaign

Two dragons. One Iron Throne. And a lot of fantasy fandom. See my copy breathing fire in the hugely anticipated House of the Dragon series launch across multiple channels – which reached millions of members.

NOW House of the Dragon billboard — 'Fire will reign'

NOW on-screen editorial — House of the Dragon collection

NOW offer screen — 'Mythical. Magical. Must-see.'

NOW House of the Dragon email — 'Fire will reign'

NOW House of the Dragon email — 'Only 1 month to go'

‘The Flight Attendant’ campaign

When a one night stand turns into a lot of unlucky, there’s nothing but trouble for flight attendant Cassie. Here’s how I upgraded the drama to first-class – including an invitation for influencers to attend a PR event.

NOW The Flight Attendant billboard — ‘Brace for impact’

NOW first-class lounge landing page — ‘First-class entertainment. Five-star luxury.’

‘The Fear Index’ campaign

What if AI became user-unfriendly, pushing you to do things you never thought you’d do? This captivating psychological drama called for a stellar copy-led campaign. We leaned into Reddit heavily here – charging the drama through shares and comments.

NOW The Fear Index billboard — ‘You can’t escape fear’

NOW The Fear Index — promoted Reddit post

NOW The Fear Index — ‘Fear makes me…’ social

Social organic

I led on hooks, scriptwriting, storytelling and dialogues across short-form social media platforms (Reels, Shorts, TikTok) for some of NOW TV’s biggest drama launches.

CRM, paid and digital ads

I led on copy across end-to-end digital experiences – from capturing leads through paid ads, to emailing about new drama and movie launches, like Space Jam and Mortal Kombat.

CRM emails

Paid & digital ads

NOW CRM — Prodigal Son 'Murder is a family business'

NOW — 'Comedy that never gets old' Fresh Prince

NOW — 'Movies to get you animated' Riverdance

NOW paid ad — 'Upgrade the magic' Samsung banner

Web creative

I led on copy across all of NOWTV.com, including campaign landing pages for major content launches like Friends, and half-price sale launches across different memberships.

NOW.com — Friends: The Reunion 'Could we be any more excited?'

NOW.com — Friends 'The One Where They Get Back Together'

NOW.com — 'All the drama. Half the price.'

NOW.com — 'Superpowered blockbusters' Wonder Woman

TV, mobile and UX/UI writing

I owned the end-to-end UX copy for the NOW TV app and television interface (where you actually get to read why you should watch TV shows as you navigate). From signing up to watching and downloading content, it was important to create a seamless experience – and required close collaboration with UX and UI designers in sprints.

NOW app — 'Movies for every mood and moment'

NOW app — 'Instant access to Sky Sports'

NOW app — 'Stream unmissable Sky Originals'

NOW app — 'Sky Originals & exclusive shows'

NOW app — 'Create your perfect watchlist'

NOW app — 'Create profiles for all the family'

NOW app — 'Smarter TV & movie recommendations'