Tubi’s rise as a cultural player started with the 2022 World Cup, where we brought the brand’s fun-loving tone to life through socially native, Gen Z–driven content. The campaign leaned into humor, irreverence, and internet-first creative—sparking a 175% spike in Gen Z engagement and tripling organic reach during one of the year’s most crowded media moments.

That momentum carried into 2023, when we launched the Cannes Lions–winning Super Bowl IAT campaign—a full-funnel effort that hijacked the cultural conversation and positioned Tubi as the streamer that doesn’t play by the rules. The campaign drove 4.2B earned media impressions, a 40% spike in downloads, and made Tubi the #1 trending topic on Twitter. From there, we expanded our partnership—leading media strategy for the 2025 Super Bowl and helping define how Tubi shows up across platforms. By 2025, Tubi had grown from 64M to 97M monthly active users, becoming the #1 AVOD in the U.S.

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Role: Director of Strategy
Client: Tubi