HBO Max’s Rebrand Was a Masterclass
Plus: AI Stylists, Creator Economy Wins, NFL Schedule Release Content, and 5 Creators to Watch .
What’s up, folks! Hope the week treated you well. This week’s letter touches on HBO Max’s flawless rebrand rollout, NFL teams dropping heat with their schedule release content, how the Webby Awards signaled a win for the Creator Economy, the rise of AI stylists, and more.
Plus, I’m introducing something new for paid subscribers: The Creator List. Each month, I’ll spotlight creators actually worth your time. Think of it as your creative cheat sheet, built to spark your next brainstorm or campaign brief.
Before we dive in ..
I have to talk about Kendrick & SZA’s Grand National Tour at Metlife Stadium - 10/10!! No notes, the show was amazing, from the production to the flawless singing and rapping performances. Oh, and the dancers?! They killed it on a slightly rainy and chilly night in Jersey!
Let’s get it.
FAVORITE CONTENT OF THE WEEK
I loved the Karate Kid’s promo content featuring legend Jackie Chan and Ben Wang. It used a strong “Wait and See” format to hook viewers to watch until the end immediately. As you anticipate a fantastic Kung Fu edit, you’re met with a hilarious Selfie POV of Jackie Chan accidentally filming himself. It’s playful, and it nails the generational humor without forcing it.
Takeaway: When the moment calls for it, build in a little surprise and delight. That unexpected twist is what drives shares and turns solid content into standout content.
BRANDS, COLLABORATIONS, AND CULTURE
The HBO social team’s campaign around the Max rebrand was a 10/10! When news broke of yet another HBO rebrand, the internet collectively rolled its eyes in annoyance, resulting in discussion about the network’s questionable leadership decisions.
Rather than run from the chaos, the social team leaned in with content that playfully roasts the rebrand. It’s one of the best reactive (but clearly premeditated) campaigns I’ve seen in a minute.
It was a masterclass in brand self-awareness. This approach immediately humanized the brand, as they seemingly took accountability for the rebrand’s messiness. Most brands would be afraid of owning up to their sh*t. The content wasn’t just a couple of memes, either—it was a strategic campaign rooted in humor and honesty.
The content leveraged HBO’s vast portfolio of original programming IP to create highly shareable content. They also partnered with leading show stars like John Cena to create content about the rebrand—well played!
NFL Schedule release day is the Super Bowl of social content. Over the last couple of years, the NFL has turned the schedule release day into a tentpole moment. All 32 teams launch content promoting the upcoming season schedule, and they go ALL OUT! This year, in particular, I noticed an uptick in premium, full-length productions. Teams this year created content inspired by reality TV shows, retro TV commercials, Artificial Intelligence, creator morning routines, etc. I really enjoyed the videos from the Bills and Jaguars.
The Knicks are headed to the Eastern Conference finals for the first time in 25 years, which means a classic Sidetalk NYC Knicks fans video has dropped! Sidetalk NYC is the originator of capturing the insanity of Knicks fandom on camera. Their super raw approach and witty editing set the standard for viral on-the-street interviews since the pandemic.
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