Beyond the Screen
NOW TV
Transforming a streaming catalogue into an interactive content universe.
Strategic Focus - Transform NOW from a passive streaming service into an interactive entertainment experience, using participatory storytelling to deepen brand warmth, drive catalogue discovery, and build emotional affinity with audiences.
“Beyond the Screen” invited audiences to step inside the stories they loved. Through immersive quizzes, editorial journeys, character deep dives, and personalised recommendation tools, we transformed NOW’s catalogue into a playable entertainment universe. Each interactive format offered a new way to test knowledge, discover titles, explore genre worlds,…
Outcome
- Delivered 56 creatives across 191 publishers, generating 23,384 hours of active content engagement.
- Exceeded reach and engagement benchmarks with 21.8M views, 1.34M engagements and 86% quiz completion.
- Achieved a 37% Nielsen-validated brand uplift.
- Turned passive viewers into active participants through quizzes, recommendations and interactive editorial journeys.
- Commended at The Drum Content Awards 2019.
Contribution
- Led creative and strategic design for the full content programme.
- Directed formats, tone and story architecture across all 56 creatives.
- Oversaw content laydowns, copywriting and multi-format production.
- Developed the interactive storytelling framework and shaped A/B testing strategy.
- Streamlined approval workflows and managed operational delivery end to end.