DISH: Amazon Alexa Partnership

The Problem
TV control had become complicated. Between remotes, devices, and menus, viewers were juggling too many buttons just to watch their favorite shows. DISH and Amazon wanted to simplify everything by giving customers true hands-free control through Alexa voice integration. The challenge was showing how effortless it could feel.

The Insight
The magic of voice control isn’t in the technology. It’s in the simplicity. When viewers realize they can say “Alexa, go to ESPN” and their TV just obeys, the product sells itself. All we had to do was let that moment shine.

The Solution
We partnered with Amazon’s product team to create “Hands-Free TV”, a co-branded campaign that showcased the power of controlling your Hopper DVR with your voice. The work spanned direct mail, print, OLVs, landing pages, display, and social.

The campaign made a strong impact. Brand consideration rose 18% and search traffic for the integration doubled. As Creative Director and Video Director, I oversaw every phase of the OLVs—from preproduction through post—to make sure every voice command felt as seamless as the product itself.