We partnered with Quibi’s brand team to imagine the branding and marketing for some of there tentpole shows, including Lena Waithe’s ‘You Ain’t Got These’.




Role: Creative Director
Client: Quibi
Agency: Instrument
Year: 2019



Eight months out from launch, Quibi came to us looking for strategic and creative ways to stand out in an increasingly saturated market. From branding, to show art, to marketing we knew we had to create brand experiences that felt as bold as their product.



This urge for innovation was equally as important in the way shows are branded. We partnered with the brand and product team to imagine 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 going beyond the shoe–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.



Partnering with their brand and marketing teams, we created a comprehensive brand marketing strategy for their digital communications. To build momentum, we shifted from teasing out who they are to defining their product — all while capturing the brand’s unique personality.



To bring this strategy to life, 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.


Fin.

Jack De Caluwé is a graphic designer and filmmaker based in Portland, Oregon USA. Currently serving as Executive Creative Director at Instrument—a brand experience agency.





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