International creative agency Toaster has partnered with streaming giant Netflix to support the global launch of its newly refreshed TV experience. To facilitate this launch, Toaster has produced a promotional video and various supporting campaign materials.
The core piece of this collaboration is a 60-second promotional spot specifically designed for press and social media dissemination. This video aims to highlight the key improvements of Netflix’s updated interface. These enhancements include updated Artificial Intelligence (AI) powering the platform and an enhanced structural design, both intended to aid users in discovering content more efficiently.
Instead of a traditional instructional video, Toaster adopted a creative approach that seeks to evoke the same emotions that Netflix subscribers feel when they engage with their beloved series and films. The campaign effectively demonstrates how the new design, coupled with an AI-driven recommendation engine, adapts in real-time to viewer behavior, offering personalized and responsive content suggestions.
The redesigned experience, which was rolled out earlier in May, introduces a streamlined navigation bar. This bar, always accessible at the top of the screen, features shortcuts to essential sections like Search, Shows, Movies, Games, and “My Netflix.” As users interact with the platform, dynamic rows of recommendations appear instantly, making the homepage more responsive to individual preferences.
Furthermore, the “My Netflix” hub has been enhanced to consolidate features such as “Continue Watching,” “My List,” and “Remind Me,” providing a more organized way for users to track their viewing journey. Title cards now also display more comprehensive information, including synopses, runtimes, and relevant tags like “award-winning,” “top 10,” or “directed by,” assisting users in making quicker and more informed viewing decisions.
Paul Lee, Product Marketing Manager at Netflix, expressed his gratitude, stating, “We thank Toaster tremendously for all the work in getting us here. We couldn’t have done it without the team’s support.”
Susannah Bard, Managing Director of Toaster US, added, “Collaborating with Netflix on the launch of their new TV experience was an absolute privilege. This was a momentous milestone for their product, and we were honored to support the campaign from the ground up. We’re incredibly proud to have played a part in bringing this to life.”
Key Highlights:
- Creative agency Toaster has partnered with Netflix for the global launch of its refreshed TV experience.
- Toaster created a 60-second promotional video and supporting materials highlighting the benefits of the updated AI-powered interface and improved content discovery.
- The redesigned Netflix experience features simpler navigation, real-time recommendations, and enhanced information on title cards.
- The campaign aims to evoke the same emotions users feel when watching their favorite Netflix content.