Hulu’s marketing output spans original series, studio partnerships, live sports, and cultural moments. The challenge was not creativity, it was scale.

I led the development of a modular campaign design system that could support hundreds of titles annually while maintaining visual consistency and brand attribution.

The Challenge

High campaign volume + inconsistent application = dilution of brand equity and increased production cost.

The Approach

Developed a unified visual toolkit adaptable to single-title and multi-title campaigns.

Standardized typography, motion language, and brand attribution structures.

Built templates and scalable frameworks to increase speed-to-market.

Integrated brand-forward storytelling across AV, digital, OOH, and experiential.

The Impact

Improved brand attribution across campaigns.

Increased operational efficiency and turnaround speed.

Elevated creative quality without increasing spend.

The result:
A marketing engine that feels distinctive — not templated