HBO Design & Branding HBO GO PRODUCT TOUR by BBDO New York

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Industry TV Channels/Radio Stations and Programmes
Media Design & Branding
Market United States
Agency BBDO New York
Art Director Danny Adrain
Copywriter Chris Baker
Released September 2011

Credits & Description

Category: Online Digital Design
Advertiser: HBO
Product/Service: GO
Chief Creative Officer: David Lubars (Bbdo New York)
Executive Creative Directors: Greg Hahn/Mike Smith (Bbdo New York)
Art Director: Danny Adrain (Bbdo New York)
Copywriter: Chris Baker (Bbdo New York)
Head Of Interactive Production: Niklas Lindstrom (Bbdo New York)
Senior Interactive Producer: David Ross (Bbdo New York)
Content Producer: Namik Minter (Bbdo New York)
Account Team: Tara Deveaux/Austin Scherer/Leland Candler/Hannah Park (Bbdo New York)
Digital Production Company: (B-Reel)
Director/Post-Production Company: (The Colony)
Media placement: Website - Online - 1 September 2011

Describe the brief from the client
HBO GO is an app that lets you watch HBO no matter where you are. Our assignment was to create a series of tutorial videos to that would teach people how to use this exciting new app.

Describe the challenges and key objectives
The most challenging aspect of this assignment was figuring out a way to present tutorial videos in an interesting and innovative way. Our main objective was to educate people about the features of HBO GO while conveying the idea that they can now have all of HBO’s programming in their pocket, wherever they go.

Describe how you arrived at the final design
We wanted the HBO GO Product Tour to be less about techy instructions and more about discovery. To do this, we decided to drop our tutorial videos into the context of interesting environments that people can explore. Instead of explaining how to share a video, we wanted to show someone in an office sharing a funny clip with his friends. We wanted to show a woman creating a watchlist while she’s out running errands, and a mother setting the parental controls before she leaves the house.

Give some indication of how successful the outcome was in the market
The HBO GO Product Tour went viral. It was tweeted about thousands of times within the first week alone and continues to be spread through Twitter and Facebook several months later. To this day, all traffic comes solely from earned media. The immersive parallax experience was a major innovation on the mobile web that hasn’t been matched yet.