DISH: Obsessions

The Problem
People don’t just watch TV. Fhey live it. Whether it’s true crime, cooking competitions, or reality shows, audiences are deeply attached to their favorite content. DISH wanted to celebrate that passion and remind viewers that the Hopper 3 Smart DVR is the best way to watch everything they love, exactly the way they want.

The Insight
Everyone has a “TV personality.” The foodie, the true crime binge-watcher, the reality fan, the late-night replayer. By reflecting these relatable personas back to the audience, we could make the campaign feel personal, funny, and instantly recognizable.

The Solution
We brought these personas to life through a one-day shoot that captured video, portrait, and lifestyle content for paid and organic social across Facebook, Instagram, and Twitter. Over two months, we produced 150+ deliverables, including OLVs, static posts, animated typography, illustrated GIFs, and Instagram Stories.

The campaign delivered strong results. Social engagement rose 42%, video completion rates exceeded benchmarks by a whopping 35%, and share rates doubled YOY. As Creative Director and Video Director, I oversaw the campaign from concept to post-production to ensure every piece captured the obsession in a way only real fans would understand.