Next On Netflix — jack de caluwe

Next On Netflix

Overview:Netflix was heading into a big year, with a slate full of returning favorites, new seasons, and stories people had not met yet. They wanted a campaign that could hold all of that anticipation in one place, and make the reveal feel less like a list of titles and more like a reason to keep watching.

We worked with Netflix to create Next On Netflix, a flexible campaign idea and design system built around one of the platform’s simplest pleasures: wondering what comes next. The next episode, the next season, the next character you cannot stop thinking about, the next thing everyone will be talking about.

The system gave Netflix a way to move across genres, formats, and fan bases while still feeling unmistakably Netflix. It could spotlight a blockbuster return like Beverly Hills Cop, build heat around Squid Game Season 2, or introduce something new like Griselda, all under the same forward pull. A campaign made to keep the feeling of anticipation alive, not just for one reveal, but all year long.

Role:
Exec. Creative Director

Client:
Netflix

Year:
2023

Agency:
Instrument

To elevate the brand's visual identity, we introduced a dynamic design system characterized by forward momentum. Inspired by the motion of a film reel or VHS tape, our dimensional cylinder animation captures attention with its bold, urgent movement. This distinctive element of dimensionality extends across all surfaces, ensuring a cohesive and impactful brand presence.

For the hero video of the campaign, we chose to center around the most anticipated moments from the upcoming shows and movies – using our design and motion system to string it all together and build momentum. After release, the video garnered over 9.8 million views* across platforms.

*As of May 2024

To expand the campaign’s reach across the U.S., we created additional marketing assets for different spaces and platforms. And to scale the campaign globally, we created a toolkit that empowered team around the world to create and promote localized assets – from social, to targeted billboards, to the long-form trailer and local preview events.