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DIRECTV: 4K Activation Campaign
Capturing emotional reactions in ultra-high definition
Overview
To promote DIRECTV’s 4K content offerings, we created a social-first video campaign built around a simple idea: what does it feel like to experience 4K for the first time? Each spot focused on a close-up, slow-motion reaction that told the story without words—turning awe, laughter, and surprise into visual metaphors for stunning resolution.
Problem
The challenge was to communicate a technical feature—4K resolution—in a way that felt human and emotionally engaging, especially in the noisy context of social media. We needed a creative concept that was instantly relatable and visually arresting.
Impact
• Concepted and produced four original social spots
• Matched genres of 4K content with authentic emotional reactions
• Directed production, post, and motion to create maximum impact with minimal dialogue
• Helped drive awareness and sign-ups for DIRECTV’s 4K service
My Role
I led creative direction across concept development, on-set collaboration with the director, and post-production oversight. From the original idea through final delivery, I shaped the narrative, visual language, and emotional tone of the series.
What Makes It Different
Instead of focusing on screen specs or tech jargon, this campaign leaned into feeling. By stripping everything down to raw, expressive faces and matching them to different 4K content genres, we made the resolution itself the story.
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