As part of the agency team supporting Warner Bros. Discovery, I played a key copywriting role in the rebrand of HBO Max, contributing to one of the most significant streaming brand transitions in recent years. My work spanned campaign messaging, out-of-home billboards, digital and paid ads, social content, and supporting copy for Max’s global launch strategy: “The One to Watch.”

The rebrand unified HBO Max and Discovery+ under a single platform name—Max. Our campaign positioned Max as the single destination for every mood, fandom, and genre—supported by marquee talent including Jason Momoa, Issa Rae, and Chip & Joanna Gaines.

Beyond campaign work, I also helped rebuild the internal framework of the platform itself—reworking UX naming architecture, content categories, and foundational language that shaped how users navigate Max’s vast library. This work ensured clarity, consistency, and a tone that matched a streaming service built for both breadth and premium storytelling.

The result was a cohesive, multi-channel campaign and platform experience that introduced Max to the world as The One to Watch, backed by a powerful cross-platform rollout across linear, OOH, CTV, digital, social, radio, and international extensions like the Pride-focused “The One to Watch to Show Your Pride.”