Designing Hulu’s Rich Media Experience for a Scroll-Happy Audience
When Hulu wanted to launch its biggest upcoming titles like “Alien: Romulus” and “KindsofKindness”, they didn’t want a traditional ad—they wanted an experience. One that would stop the scroll, spark curiosity, and turn passive viewers into story explorers.
So our challenge was:
“How do we make trailers feel more like a teaser, less like an ad—and make people want to play with them?”
My Role
I led the creative strategy and design for this pitch. That meant:
Structuring the narrative flow across formats
Designing for intuitive interaction and snackable storytelling
Mapping creative touchpoints to real mobile behaviors
Think: scroll, swipe, tap, replay.
Hook with a Swipe
A swipeable trailer hub featuring Hulu’s new releases. The UI encouraged exploration without pressure—users could peek at trailers like flipping through a magazine. Bonus: we added bold mini-video bursts to grab attention and boost recall 3x
Swipe Into Curiosity
Flex Cards + Surprise Quotes
Swipe-to-reveal cards let viewers uncover surprise quotes from each film. These little “aha!” moments created micro-rewards—and doubled engagement
Be Everywhere
Scalable banner units (320x50, 300x250, 320x480) ensured the campaign traveled across mobile moments—from gaming apps to news reads—keeping Hulu in the visual periphery until curiosity took over.