As Tubi deepened its efforts to connect with Gen Z, we led cohort research that uncovered a clear gap between what younger audiences were being served and what they actually wanted. This generation wasn’t craving polish—they wanted unpredictability, humor with layers, and content that mirrored the chaos of their digital lives. That insight opened the door for something bigger: Tubi invited us to pitch an original show rooted in this understanding. The result was Z Suite, a surreal, sketch-style series made for the scroll, not the stage.
We introduced it with a fast-cut, deliberately chaotic Super Bowl spot designed to feel more like something you’d stumble on at 2 a.m. than a polished ad break. Its offbeat, meme-fluent tone caught viewers off guard—prompting real-time reactions ranging from confusion to curiosity across social. In a night packed with million-dollar polish, Z Suite stood out by leaning into the weird, helping Tubi connect with a generation that doesn’t just consume culture—they remix it.
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Role: Director of Strategy
Client: Tubi