Led design across product features, a kids sub-brand, a B2B partners site, and performance marketing for one of the fastest-growing free streaming platforms.
Tubi was in the middle of explosive growth, rapidly expanding its content library and user base in a streaming market dominated by subscription giants like Netflix, Hulu, and Amazon Prime. As a free, ad-supported platform, Tubi's value proposition was fundamentally different, but the product and marketing didn't always reflect that differentiation.
The design team needed to support new product features, a growing volume of campaigns across digital and social, and an expanding set of platform touchpoints, all while maintaining brand consistency and creative quality.
The core tension: move fast enough to keep pace with a platform adding thousands of titles, without letting product quality slip or brand identity fragment across channels.
As Lead Art Director, I owned creative direction across Tubi's full design surface: product features, brand identity, a kids sub-brand, a B2B partners site, and performance marketing campaigns. I worked directly with marketing, product, and content teams to translate business goals into shipped work.
The role required balancing competing pressures: the speed and volume demanded by a fast-growing platform, the creative quality needed to differentiate Tubi, and the product thinking required to ship new features that actually improved the user experience. I led the team through that tension by building repeatable systems and pushing the work beyond pure campaign output into product design.
Users told us that Tubi was their go-to for passing time, and they'd happily watch whatever came up. They didn't always want to browse. They wanted to be surprised.
I designed and shipped the Random Movie Generator, a new section of the Tubi mobile experience. Users tap "Surprise Me!" and get a movie or show chosen at random. Genre filters let them narrow the pool without losing the spontaneity. The three-state flow (mystery card, filter selection, reveal) kept the interaction playful and on-brand.
This feature was driven by user research and designed to reduce decision fatigue, a real problem in a library of 20,000+ titles.
Tubi needed a distinct brand for its kids offering. Parental controls would filter content to titles appropriate for 12 and under, but the experience also needed to feel different from the main app.
I created the Tubi Kids sub-brand with a friendlier yellow and blue palette that departed from the main app's orange and grey. Digital 3D characters gave the experience personality and warmth. The browsing experience, content categories, and detail pages were all redesigned to be approachable for younger audiences while staying recognizable as Tubi.
Tubi's advertising business was growing rapidly. The platform needed a dedicated partners site that communicated its value to advertisers: premium content from 200+ studios, immersive ad environments across OTT, mobile, and desktop, and an engaged audience spending 60+ minutes per session. I designed the full site from hero through conversion, balancing Tubi's consumer brand energy with the credibility B2B buyers expect.
A/B testing was essential to growing Tubi's user base. CTAs, copy, and movie genre selections were all tied to a performance marketing formula that tracked winners and losers on a weekly basis. Movies displayed in ads were dynamically swapped based on availability and performance data.
I directed campaign creative across social, display, and video channels. The system needed to produce high volumes of creative variants while maintaining brand recognition. Every ad had to feel like Tubi, whether it was a 480x320 banner or a 6-second video spot.
The work I shipped at Tubi spanned product design, brand creation, B2B web, and performance marketing. The Random Movie Generator addressed a real user need backed by research. Tubi Kids launched a new audience vertical with its own identity. The partners site supported a growing advertising business. And the performance marketing systems I built let the team produce high-volume, data-driven creative without losing brand coherence.
The team I built and mentored continued to grow after my time there. The design processes and creative systems I established became the foundation the team scaled on, supporting Tubi's continued expansion through its acquisition by Fox Corporation.