I'VE SEEN ENOUGH
LET'S SEE SOME MORE
Building an interactive campaign for Netflix aimed at popularizing non-English language content among young adults throughout the UK.
Netflix houses content from around the world, available at our fingertips but British entertainment lovers are not as keen to watch foreign-language content as those from other countries. I developed a campaign that leaps over the language barrier and focuses on their emotions because no matter what language we may speak or what content we may consume, our range of emotions is one and the same.
A universal appeal: How the art direction brought about a sense of emotional inclusivity.
The selection of colours, type, and imagery was carried out keeping inclusivity at the core. The colour palette represents our range of emotions, the typeface- Netflix's very own Netflix Sans without caps- was chosen due to its universal adaptability, while the style of imagery was inspired by Gogglebox and centered around the point of view of the screen watching the viewer instead of the viewer watching the screen to capture the viewer's raw emotions.
NETFLIX TRADEMARK RED
NETFLIX WHITE
NETFLIX BLACK
Awful
Anxiety
Engaging
Excitement
Wholesome
Happiness
Constant Curiosity
Designing a campaign where the viewer is the main asset.
In digital media, viewers are able to connect to the visual messages via their feelings. To intrigue them about non-English content, the physical media comprise posters with blank mirrored backgrounds which reflect the facial expression of the viewer while the copy is the interactive part that makes it speak to the viewers' heart, tapping into their feelings. What's more is that this sort of media will speak differently to different people and their variety of emotions.
Ready, Set, Play.
A simple visual tool using the Netflix timeline, it embodies an interactive copy which can be used in all sorts of activations. The copy is preceded by the "Play" button with the first letter being in red, symbolic of the beginning. Once played, the copy uses feelings to connect to the audience, conversing about their environment and the unknown wonders of it waiting to be discovered, akin to non-English content.
FEELINGS ARE UNIVERSAL
SOUNAK RAY