As part of M-School, I developed various spec ads for HBO Max tailored to each stage of the marketing funnel. Throughout the course, my focus was on creating executions that felt true to the brand identity while maintaining a high level of polish and professionalism.
This project highlights my ability to translate an established brand system into creative that functions across multiple phases of a campaign.
COURSE
Full-Funnel Marketing
TIME
Aug 2025 - Present
SKILLS
Adobe Illustrator
CUSTOMER JOURNEY
After interviewing current HBO Max users and researching the platform’s marketing initiatives, I developed a customer decision journey to map how viewers discover, evaluate, and engage with the service. I also ensured the CDJ aligned with HBO Max’s visual identity so the framework matched the company’s established branding.
MULTICHANNEL ADS
For this phase of the project, I designed a range of ads tailored to different points in the decision journey. I created a branded email targeted at viewers of The Last of Us, recommending behind-the-scenes content and similar apocalyptic shows to encourage continued engagement. I also developed two versions of a content-variety ad, and through testing, discovered that the version highlighting older titles performed better. In addition, I redesigned an existing display ad promoting a subscription discount, simplifying the copy and adjusting the visual hierarchy so the most important information stood out more clearly.
THEMED MERCHANDISE
Because HBO Max primarily offers digital content, I focused on Abbott Elementary, a mockumentary-style comedy about teachers at an Philadelphia public school. I designed a Classroom Essentials Fan Pack that brings the show to life off-screen, with a chalkboard-and-sticker exterior and crayon-style interior illustrations for a warm, playful feel. Inside, pens and a notebook incorporate the show’s logos and colors, balancing whimsical elements with a refined style suitable for the adult audience, creating engaging, collectible fan merchandise.
