The Challenge

In 2008 — before widespread smart TVs — Dish launched interactive ads navigated entirely by a remote. Brands wanted in, but no design patterns existed for the medium.

My Approach

We turned broadcast and FCC constraints into a usable UX system. Commercials had to both entertain and cue interaction, while microsites had to work with just four arrow keys.

What I Did

• Directed campaigns for American Express, Verizon, L’Oréal, Colgate, The Weather Channel, and many other clients.

• Designed TV spots with clear interaction prompts

• Built microsites optimised for four-direction remote navigation

• Translated FCC/legal requirements into usable design constraints

• Led design and art direction for all print marketing materials supporting the Media Sales office

Result

Launched dozens of national campaigns to 14M subscribers. The American Express campaign achieved an 8.2% click-through rate compared with a 2–3% industry average.