Sling: G’ma

The Problem
The 2020 holidays were anything but merry. With everyone stuck at home during the pandemic winter, families were desperate for comfort, humor, and a little escape. SLING wanted a social campaign that could deliver all three, without feeling like another somber “we’re in this together” message.

The Insight
When times get tough, everyone turns to Grandma. She’s comforting, unfiltered, and always ready with a one-liner that makes you laugh when you need it most. What if SLING had its own Grandma? One who could dish out sass, warmth, and streaming wisdom in equal measure.

The Solution
We introduced Sling Grandma, the no-nonsense matriarch of holiday streaming. She became the face of SLING’s seasonal content across social channels – appearing in short videos, memes, GIFs, and even a few “SLINGing lessons.”

The results: 826,844 impressions and 83,298 video views, with engagement outpacing Hulu, Philo, and Fubo during the same period. As Creative Director and Video Director, I led the project from concept through postproduction, shaping every detail of Grandma’s irreverent charm. She didn’t just warm hearts. She lit up the algorithm.