NOW TV

NOW is the destination for people who live for TV. I led creative across multichannel campaigns for some of its biggest entertainment launches, including House of the Dragon, Premier League Start of Season, Formula 1, Night Country, and Friends: The Reunion – spanning OOH, radio, TVC, CRM, digital and social.

I co-led NOW’s major 2021 rebrand, shifting the brand from streaming platform to entertainment membership. The idea was to make NOW feel less transactional and more emotional: a flexible home for people who live for TV, film and sport on their own terms. I developed concept, copy, brand architecture and product positioning, plus Tone of Voice guidance and workshops that helped teams and agencies bring the new identity to life across every channel.

‘NOW’ is an irresistible adverb to work with. I created a campaign idea that builds on its immediacy, presence and momentum – all qualities that feel natural to entertainment.

In each execution, the line speaks to the content, but also to NOW’s own rebrand: stepping forward and reinventing itself. The logo becomes the final beat of the headline, placing the brand directly inside the moment and charging it. This creates a simple, ownable campaign system that flexes to any show, drama or sport.

For the hugely anticipated launch of House of the Dragon, I supported the creative development of a social-first campaign built around fan hype, spectacle and cultural anticipation. This included scripts, shoots, UGC content, OOH and experiential activation, plus a massive Iron Throne thrown in the middle of Leicester Square.

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 UGC creators and social media influencers to attend a PR event.

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 creative campaign. We leaned into socials heavily here – charging the drama through shares, comments and Reddit Gold.

I co-developed the creative concept for Plot Twist, NOW’s own entertainment podcast – taking the gradients, teals and greens of the master brand developing them into a more cinematic, interview-led world. Visual elements such as microphones, clapperboards, film strips and audio cues captured the show’s central idea: the unexpected turns that shape people’s lives and careers. The result was a sub-brand that felt clearly connected to NOW, but with its own tone of intrigue.

Plus, I was lucky enough to meet and write ad scripts for Kano Robinson, Emily Atack and Adam Devine.

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.