LONDON, UK – International creative agency Toaster has teamed up with Netflix to unveil the streaming giant’s redesigned TV experience and it’s getting a global rollout with its own premiere.
Rather than taking a how to approach to product education, Toaster approached the campaign with a storyteller’s lens resulting in a a 60 second film and a suite of creative assets that channel the same emotional resonance viewers feel when diving into their favorite Netflix series. The campaign positions the new user interface not just as a tool, but as a stage for discovery into Netflix’s vast programming.
Launching this month, the refreshed TV experience offers simpler navigation with shortcuts to search, shows, movies, games and My Netflix. These appear at the top of the screen and are always accessible. As users explore and engage with titles, fresh rows of recommendations appear in real time. The home page will become more responsive to help users find content they want to watch more quickly. The My Netflix hub keeps track of users’ personal journeys on the service, such as Continue Watching, My List and Remind Me. The redesign has also prioritised showing more detailed title information like the synopsis, run time and metatags.
Paul Lee, Netflix product marketing manager, said: “We thank Toaster tremendously for all the work in getting us here. We couldn’t have done it without the team’s support.”
Susannah Bard, Managing Director for Toaster in the US added, “Collaborating with Netflix on the launch of their new TV experience was an absolute privilege. This was a momentous milestone for their product, and we were honored to support the campaign from the ground up. We’re incredibly proud to have played a part in bringing this to life”
