I led visual design for 13 campaigns at HBO Max, each with its own creative concept, color palette, and asset ecosystem. The gallery below features a selection of that work, including the Latin X campaign "Our Rhythm, Our Dream," the Gen Z focused "The Next Gen," and the women's history campaign "So She Did."
Select any campaign below to explore the full case study.

I designed the editorial microsites, homepage, and campaign microsites that powered HBO Max's content discovery experience. The editorial microsites provided customers with detailed information about upcoming and recently released movies, functioning as a lightweight IMDB experience within the HBO Max ecosystem. The homepage featured clear SVOD and AVOD options with stylized components that balanced brand expression with conversion goals. Campaign microsites supported title-specific launches and seasonal moments, extending the reach of HBO Max's marketing efforts.

From 2021 to 2022, I took on a more active role in designing for the in-app department. Together, we created a multitude of stunning key art for various genres that were prominently featured within the product. Our designs were meticulously crafted to elevate the user experience and captivate the audience's attention.

Social Banners

In the beginning, before we launched HBO Max, I was tasked with creating a couple of social banner ads to showcase multi-titles and attract more subscribers to try the first week of the trial with HBO Max during the start of the pandemic. I mocked a couple of templates to create a banner that worked well with HBO Max’s Brand.
We showcased a well-known tv series, a movie that will launch on HBO Max, and a new title coming to our streaming platform,

ANIMATED GIFS

For this assignment, I created animated GIFs for GIPHY to support the launch of a major Sex and the City title. The GIFs featured iconic scenes and quotes, giving customers a way to express themselves using characters from the show. The campaign drove organic social engagement and extended the launch beyond traditional marketing.

Between 2020 and 2021, a fellow Senior Designer and I collaborated to create a plethora of components for HBO Max’s email design system with Figma. This involved creating a set of components that would compile a series of highlighted titles. Each message was accompanied by a uniquely customized hero introducing the topic to the reader. Through this newsletter, we aimed to keep our readers updated about the latest releases, episodes, and upcoming shows that were soon to be available on HBO Max.

In 2020, our primary focus was enhancing content designers' user experience. We aimed to empower them with a system facilitating seamless content addition and removal, fostering creative freedom to craft unique email templates for various campaigns. We aimed to prioritize the prominence of key art titles and ensure effective message conveyance to readers.

To achieve this, we meticulously developed a system within MailChimp that allowed for precise spacing between each component and template. We also communicated detailed annotations to the developers to ensure the accuracy of our design specifications.

Our approach, which prioritized user experience and enabled flexibility for content designers, has proven to streamline the template creation process and enhance the effectiveness of email campaigns. This not only benefits our content designers but also contributes to the overall success of our campaigns.

In 2021, our objective was to streamline our email templates for improved user engagement and conversion rates. Research findings indicated that recipients tended to skim through promotional emails, prioritizing key art titles over lengthy copy. We opted for a minimalist design approach to cater to this behavior, focusing on simplicity and clarity.

Our design strategy centered on elevating key art titles while reducing visual clutter. By increasing white space and eliminating colored sections, we ensured that the key art remained the focal point of the email. Embracing white negative space and adjusting padding between components enhanced visual hierarchy and increased scannability.

Ultimately, these design decisions aimed to facilitate a seamless user experience, guiding customers toward the desired action of exploring our webpage and potentially subscribing. The outcome of this redesign was an engaging and effective email marketing campaign, evidenced by improved click-through rates and subscription conversions by 40%.

In 2022, we spearheaded a campaign to elevate email marketing for upcoming releases. To maximize viewer engagement, we designed a bold and contemporary email template. Utilizing a black-and-white color palette ensured a clean, sophisticated aesthetic. Furthermore, we incorporated captivating movie quotes, authentic fan tweets, and a high-impact gold call-to-action button, seamlessly directing viewers to subscribe or access the featured title on our platform.