DIRECTV “Inside the Lives”

An integrated campaign concept, ideation, and and supervision of execution – which involved two boutique agencies and a production studio – to expand DIRECTV’s reach into the Russian marketin the US to move beyond competing over the price point. Building on a slice of life approach to exemplify the life of a Russian-American family using DIRECTV. To go beyond a testimonial model, the concept required high engagement and communicated the breadth of DIRECTV’s services.

DIRECTV "inside the lives"
Integrated campaign concept, ideation, and production management.
An integrated campaign concept, ideation, and and supervision of execution – which involved two boutique agencies and a production studio – to expand DIRECTV’s reach into the Russian marketin the US to move beyond competing over the price point. Building on a slice of life approach to exemplify the life of a Russian-American family using DIRECTV.  To go beyond a testimonial model, the concept required high engagement and communicated the breadth of DIRECTV’s services.

The digital component is an interactive sitcom that demonstrates how TV still brings the family together, created by the digital shop in the mix – findr interactive – displayed on a microsite that demonstrated is an inside peak at how TV fits into the Russian family lifestyle. 
The online environment allowed the user to take a sneak peak of one entertaining family, connecting over the TV in a comic setup, seamlessly utilizing flash interaction with the short funny webisodes.

All the webisodes was shot on RED in front of a green screen collaborating with the third shop in the mix – Persona Films – to deliver a high quality product fit for the premium brand that DIRECTV is.
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