Culture Campaigns

Role: Art Direction

Hulu engages with customers by staying relevant in the current cultural climate. The Culture Lab team aims to find moments that make sense for the brand to engage in. 

My team and I work with Culture Lab to give these campaigns distinct visual identities. These are a great exercise in pushing the boundaries of our brand identity while keeping some core elements constant.

For Black History Month, the campaign line was “Your Attention Please”. It was our mantra, a movement that anyone can get behind. And it’s how Hulu helps make a difference – by focusing on moving forward and telling stories that are long overdue to be told.

We highlighted Black artists, talent, and voices on our platform and in out-of-home marketing. We put on a concert at Madison Square Garden Theater which also streamed live on YouTube. And we had a charitable donation campaign that allowed folks to choose which nonprofits Hulu should donate to.

For LatinX Hispanic Heritage Month, the campaign line was “Acentos Bienvenidos”. This campaign embraced the full richness of every individual, from the stories we told about an LGBTQ+ mariachi band to the conversations we had with the talent from our Hulu Originals.

To create the graphics package, we partnered with an artist from the community: Victoria Villasana. We worked with her to create a toolkit of elements that we used to create our suite of marketing materials as seen below.