See It Differently
Brand Campaign
BritBox
Role: Art Direction / Design Lead
Collaborators: Uncommon Creative Studio, BritBox Brand & Marketing,
Media & Production Partners
Timeline: January 2025-April 2026
Overview
See It Differently was BritBox’s global brand platform designed to reposition the service as a curator of perspective-shifting British storytelling. Built as a scalable identity system rather than a single campaign execution, it unified awareness, performance, and retention under one cohesive creative framework.
The Challenge
In a market dominated by mass-appeal, algorithm-driven streaming platforms, BritBox needed to clearly differentiate its offering and articulate a sharper point of view.
The business challenge was to:
Stand out in a sea of “more of the same” streaming services
Attract culturally curious audiences seeking quality over volume
Move beyond title-led acquisition into long-term brand building
Create a unified platform scalable across North America and Australia
This required more than a campaign — it required a durable brand system anchored in a singular idea.
Creative Approach
The strategic foundation centered on a simple but powerful shift:
A small change in perspective can unlock something new.
“See It Differently” became a modular communications platform — not just a tagline.
My approach focused on building a flexible identity framework that could:
Scale across genres (See drama differently. See crime differently.)
Flex across awareness, consideration, and conversion phases
Maintain visual and messaging discipline across markets
Enable endless content adaptations without fragmenting the brand
Rather than reinventing creative per channel, we created a repeatable system rooted in perspective shift and serendipitous discovery.
Execution
The campaign was built around three core system components:
1. Rotating Headline Framework
The line “See It Differently” functioned as a master brand anchor.
Genre-specific executions resolved back to the core line — ensuring cohesion while enabling targeted messaging.
2. Prop-Based Visual System
A singular prop (mugs, crowns, forensic gloves, etc.) linked multiple shows — visually demonstrating BritBox’s breadth while reinforcing the idea of familiar objects seen through new contexts.
This mechanic enabled:
Social cutdowns
DOOH placements
Vertical video
Digital banners
Retail/Amazon placements
Email and retention assets
The system was intentionally designed for endless iteration — allowing content rotation while maintaining brand consistency.
3. Layout & Typography Discipline
Strict framing, object placement, and typography rules ensured recognisability across environments — from airport OOH to 6-second mobile placements.
Every execution laddered back to the same visual grammar and perspective-driven positioning.
Leadership & Collaboration
As Art Director, I focused on ensuring the campaign operated as a cohesive brand system rather than a collection of assets.
Led visual direction across channel adaptations
Partnered closely with strategy to translate positioning into a scalable identity framework
Influenced stakeholders to maintain platform discipline across awareness and performance phases
Guided cross-functional collaboration between agency, internal marketing, media, and production teams
Protected the integrity of the system as it expanded across markets and formats
The role required balancing creative ambition with operational scalability — ensuring longevity beyond launch.
Impact
See It Differently evolved into a fully integrated, culturally visible brand platform.
Cultural & Media Presence
OOH placements in Moynihan Hall, JFK Airport, Union Station DC
Presence at the New York Film Festival
Custom sponsored illustration partnership with The New Yorker
Radio and podcast extensions
Recognition
Clio Award
D&AD Pencil
Additional international creative recognition
Business & Brand Outcomes
Elevated BritBox’s premium perception in competitive markets
Established a scalable global campaign system
Improved cross-channel alignment between brand and performance
Created a durable platform for future content launches
Most importantly, the campaign shifted BritBox from title-led marketing to platform-led brand building — reinforcing its position as a distinctive, perspective-driven streaming service.
Credits
Creative Agency: Uncommon Creative Studio
Production: BlinkInk
Video Director: Nicos Livesey
BritBox Creative Leadership & Internal Brand Team
Art Director: Beth Newman
(Project team details available on internal credits and partner documentation)