QUIBI | BRAND EXPERIENCE

Quibi is here to disrupt the streaming world, delivering bite-sized premium original content, exclusively on mobile. After 10+ years, streaming and the entertainment world was ripe for disruption. Armed with new technology, Quibi was determined to redefine the way people experience video content. Eight months out from launch, Quibi was looking for strategic and creative ways to stand out in an increasingly saturated market. From branding, to show art, to marketing, a focus centered around creating a unique brand experience that felt as bold and pioneering as their product was paramount. This work helped launch the brand through a bold new way of marketing, spanning all of Quibi’s channels — building excitement for the brand from the ground up.

Shows and content were integral to the Quibi experience. The way these shows and content were branded would go a long way in communicating the innovation and premium feel of the brand. Partnering with brand and product teams, we developed the branding and marketing for some of Quibi’s tentpole shows, including Lena Waithe’s ‘You Ain’t Got These’ - a sneaker culture docu-series investigating the culture beyond the show, examining subtexts of race, politics, class, gender, commerce and addiction. Realizing Lena Waithe’s vision, we wanted to bring that same level of thought and nuance to the art direction and marketing of the show. To build momentum for the show, we created a comprehensive brand marketing strategy for their digital communications - we teasing out one of Quibi’s defining shows and capturing the brand’s unique personality.

We created a graphic system showcasing the breadth of content parceled out in bite-sized chunks – lists, memes, quotes, etc – arming them with an ecosystem of branded assets with the overall objective to strengthen and amplify Quibi’s reach, audience and influence.

During two of entertainment’s biggest nights – the 2020 Super Bowl and The 92nd Academy Awards – our teams merged to introduce Quibi to the world in a big way. Developing clever, timely and tongue-in-cheek social campaigns, we evolved the brand voice to be uniquely relevant to each of these cultural moments. During our work, Quibi was named one of the top 10 brands to make an impact at the 2020 Super Bowl. Growth in their social following soared, and traffic to Quibi.com spiked – driving pre-orders and Quibi Insider signups.