HBO Max is one of the world’s premium streaming services known to deliver unparalleled quality entertainment with strong IPs like The White Lotus, The Last of Us, Harry Potter and Friends. However, within APAC, it lags behind strong competitors like Netflix, Disney+ and Prime Video. 

Our role as their social creative agency is to get regional streaming audiences who are wooed by numerous streaming apps to start talking about Max by demonstrating how our stories impact the world like no other streaming service. 

TLDR: Be a fan at work. 

In line with the new brand directive, I developed and oversaw the rollout of new ways of working, where strategy took on an elevated role to keep the agency and key clients constantly on the pulse of entertainment, culture and fandom. 

We got deep into internet culture, tracking fan conversations across all of our 7 local markets (TH, PH, ID, TW, HK, MY, SG) and pushing out timely creatives that seamlessly integrated our catalogue with culture - whether it was poking fun at our multiple rebrands (ha), fangirling over Robert Irwin’s Bond campaign, or getting a lil weird by comparing our beloved TWL characters with our local delicacies.