DirecTV:
The future of TV is NOW.
DirecTV - BRAND IDENTITY
THE MISSION
DirecTV, as a leading provider of digital television services, has consistently emphasized delivering high-quality entertainment through a range of satellite and streaming options. Their mission revolves around providing exceptional customer service and offering a diverse array of content that caters to the entertainment needs of a wide audience. This includes sports, movies, shows, and exclusive content across a variety of platforms, whether on traditional satellite TV or through internet streaming.
CLIENT
DirecTV
THE JOB
As a Creative Engineer, I bridged the gap between technical expertise and creative problem-solving. My role combined elements of both creativity and technology, making it a perfect fit for those of us who thrived in environments where innovation met execution. In industries like digital marketing, advertising, and media production, I played a key role in ensuring that creative ideas were brought to life seamlessly from a technical standpoint.
SKILLS
Technical Proficiency
Creative and Visual Thinking
Problem Solving
Leadership
Communication and Collaboration
Attention to Detail
Creative Management Platforms: Celtra, Flashtalking, Clinch
Web Development: HTML, CSS, JavaScript
Design Tools: Adobe Creative Suite (Photoshop, Illustrator, After Effects, etc.), Figma
Animation: Adobe Animate, After Effects, 3D tool: Unreal Prototyping & Collaboration: Figma
THE IMPACT
We pushed DirecTV to evolve from a traditional satellite TV provider to a dynamic player in the digital entertainment space, with a broad influence that extends to various areas.
ABOVE: Assets and content must be able to flex across many mediums. Repetition is the essence of learning. Customers learn your brand through many impressions, across many platforms. Static and motion. Print and digital. I'm good at making the pieces fit.
BELOW: Not all work is tremendously visually appealing; its primary purpose is functionality. Often, there isn’t a clear playbook for understanding its function, and the easiest path forward isn’t always obvious. Developing systems and resources—essentially creating that playbook—is crucial for sharing knowledge across all teams.
Social posts were one of the most common digital assets we created. They utilized jump cuts to grab attention and deliver quick bits of information effectively. We also employed various forms of digital display advertising, including Dynamic Creative Optimization (DCO), in addition to the social assets we developed. Our media buys were extensive, and since these display ads don’t rely on video to capture attention, they needed to be effective in other ways. This posed unique challenges in ensuring consistency between our social and display assets.
ABOVE: Monitoring creative work across teams presents significant challenges. To address this, we instituted a range of systems designed to ensure accuracy and mitigate the risk of information distortion, any “agency telephone” effect. A matrix of all the content was one effective tools for non-designers.
BELOW: We utilized Figma as the cornerstone of our design workflow. Its capability for real-time collaboration among multiple users, coupled with the sophisticated functionality of components, facilitates a level of automation and efficiency that is unparalleled in many other design software solutions.
But thats not all!
In a role primarily focused on digital work, print projects were few and far between. However, having a background as a production artist and a passion for print, the work always seemed to find its way to me. We were presented with the opportunity to design a comprehensive subway wrap—both interior and exterior—for the MTA’s New York subway system. Other agencies within the DTV realm had hesitated to take on this project due to its scope and their lack of relevant experience. I viewed this as a challenge, but one I was eager to embrace. Having previously worked on streetcar and similar projects, I was excited for the opportunity to tackle something new. Although the team had limited experience, with guidance and by personally overseeing much of the final production, we were able to deliver a piece that we were all immensely proud of.
