When Warner Bros. Discovery approached us, they were in the midst of a difficult decision. Consumer data revealed a clear insight: consumers overwhelmingly subscribe to Max for high-quality HBO content. Leadership had a choice to make: save face and stick with MAX, or make the reversal back to HBO and give the people what they want. Fortunately, with a bit of persuasion, they chose the latter and asked Free Radicals to develop the creative strategy, brand identity system, and global rollout plan.

“Free Radicals is one of those rare partners that think strategically, execute beautifully and systematically, while always focusing on helping our brand grow.”

Shauna Spenley
Chief Marketing Officer

MORE ISN’T BETTER.
BETTER IS BETTER.

With its mile-deep content library, Warner Bros. Discovery decided to disaggregate HBO from MAX to create an entirely new stand-alone streaming brand.   

The logic seems sound; associating HBO with some of the lower-quality content had a deleterious effect  on the brand. Using MAX as a heat shield to protect HBO made academic sense.  

But the data told a different story, consumers overwhelmingly come to the MAX platform for quality HBO content, removing it from HBO was in effect suffocating the golden goose.

AN OWNABLE STRATEGY FOR A CROWDED MARKET.

Quality is the HBO Max point of difference, but what does "Quality"  actually mean?

HBO's signature plot twists and misdirections, while often stunning and sometimes frustrating, are essential to its complex, layered storytelling, keeping audiences engaged and immersed in the narrative.

Who saw the Red Wedding, Oz killing Vic, or the smash-cut to black Sopranos ending coming? Nobody. And that’s only a few of the gut-wrenching, mind-blowing moments that echo in cultural relevance. HBO Max is relentless in its ability to deliver high-quality storytelling, creating an anticipation that keeps us waiting for more and on the edge of our seats.

The brand’s competitive edge lies in its legacy and continued commitment to crafting the highest quality entertainment.

HBO Max is a values-driven promise, consistently delivered at every touchpoint.

HBO Max.

LEGACY
ART-DRIVEN
CURATED
SUSTAINED QUALITY
CULTURE-MOVING
LEADING
SHARP

Others.

NOVELTY
TECH-DRIVEN
BIG BOX
HIT AND MISS
DISPOSABLE
FOLLOWING
UNFOCUSED

Act 1:
THE HBO-IFICATON OF MAX.

Infusing HBO’s DNA into Max to extend the brand's halo and perception of quality.

CONCEPT 1:
GLASS

CONCEPT 2:
IN CHARACTER

CONCEPT 3:
THE CLOSE-UP

Fuel.

Insight: Skate shoe brands were never genuinely focused on better performance; it was always about which brand had which athlete—all trying to out-cool  the other. This represented a massive opportunity for NikeSB  to step in and disrupt the category.

Spark.

The strategy was to do what  Nike Always does: lead with performance. Not only were NikeSB shoes designed to help consumers skate better, but NikeSB also offered specific product silos to help dial-in performance. Impact, Control, and Board-feel.

Fire.

Bring the performance of NikeSB footwear to life in the minds of consumers, athletes, and retailers. Nike SB “Sixth and Mill” was a two-year brand activation space in DTLA dedicated to launching products, retailer nights, wear testing, and athlete training. We designed, built, planned, and managed programming, partnerships, staffing, content, etc.