Quibi — jack de caluwe

Quibi

Overview:Eight months before launch, Quibi came to us with a difficult task: make a new entertainment platform feel unmistakable in a market already full of noise. From brand expression to show art to marketing, the work needed to move with the same energy as the product itself: fast, sharp, and built for a different kind of viewing.

We worked with Quibi’s brand and product teams on several tentpole titles, including Lena Waithe’s You Ain’t Got These, a series that used sneaker culture as a way into larger stories about race, politics, class, gender, commerce, and obsession. In bringing that vision to life, we wanted the art direction and marketing to feel visually bold, culturally aware, and never treat the sneaker as just a sneaker.

Role:
Creative Director
Client:
Quibi

Year: 2019

Agency:
Instrument

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.