Main Objective:
To prove that innovation isn't always shiny tech—sometimes it's just having the self-awareness to lean into your brand's quirks and turn an awkward moment into entertainment.
Additional Context & What Makes This Entry Unique:
The Setup (a.k.a. The Moment):
HBO re-added "HBO" back to "Max" in 2025, making it the brand's second rebrand in five years. The internet was absolutely ready to have a field day with it. Instead of pretending it wasn't happening, we decided to get in on the joke first.
The Insight (a.k.a. The Plot Twist):
Our insight was simple: the fastest way to control the narrative is to get their first with humor and honesty. So instead of a traditional announcement, we turned the rebrand into a 24-hour experiment in social velocity, using self-deprecating humor, platform-native storytelling, and rapid creative iteration to transform an identity shift into shared entertainment.
The Execution (a.k.a. Controlled Chaos):
In one day, we launched 65 unique pieces of content across six major platforms, each one custom-built for its native audience and engagement mechanics. TikToks riffed on fan reactions. X posts playfully acknowledged our winding rebrand journey. Instagram memes and YouTube Shorts fed internet culture back to itself. We got IP accounts (Harry Potter, True Detective, And Just Like That) to join the fun. John Cena, Tim Meadows, and talent from the White Lotus weighed in with the help of trending sounds. We even turned skeptical comments into reactive content opportunities.
This wasn't a campaign. It was a live social lab, executed with an eye for speed and cultural precision. We moved with the internet, not against it.
What Makes This Unique:
By treating an unconventional brand decision as content fuel instead of something to apologize for, we redefined what brand agility looks like in entertainment marketing:
ALL IN A DAY’S WORK:
65 unique posts in 24 hours across 6 platforms
16M total content views
1,200% increase in X mentions (5k daily → 65k)
97% positive sentiment
106+ earned editorial features
Trending #1 Globally
10 Billion Impressions
We proved that in the modern media landscape, speed is the new storytelling technology. Younger audiences don't want polished perfection; they want honesty. HBO Max didn't just announce a rebrand. We turned self-awareness into a competitive advantage, playfulness into virality, and an unconventional path into cultural conversation.
May we all embrace our journeys with this level of confidence.
