DIRECTV House of Sports

The Challenge

Declining revenue from the PPV movie channels forced DIRECTV to seek new ways to monetize subscriptions. 

The Approach

DIRECTV had a long history of offering PPV live sports and creating awareness of these exclusive events was a way to revitalize the company.Under the slogan of House of Sports, I created an awareness campaign to cover all the different types of sports DIRECTV offered on an exclusive basis. For the creative, inspired by movies and advertising I designed a series of thirty-second spots that looked quite different from the rest of promos and advertising created by DIRECTV.  The visuals, in the style of Scorsese’s Raging Bull, had a cinematographic effect, and the editing was inspired by Nike and Adidas commercials. I wanted to stay away from the testosterone-driven sports promos, remove the voice over and create a natural soundtrack stemming from the event itself, including the athlete’s heartbeat.

The Results

DDIRECTV walked away with an Emmy as best promo and they earned an increase in PPV sports and new subscriptions.