Campaign Overview
The Peacock Premier League campaign, titled "Tap In", was designed to expand Peacock’s relationship with Premier League fans by tapping into the culture surrounding the sport, not just the games themselves. Recognizing that many fans are drawn to the lifestyle, fashion, drama, and digital communities tied to football, the campaign aimed to connect with both die-hard supporters and "non-traditional" fans. The strategy leaned into cultural relevance, grassroots collaborations, disruptive OOH, social trends, and inclusive narratives, all under the new Peacock rebrand. It was a 360° approach spanning broadcast, social, experiential, and digital, encouraging viewers to not only watch, but participate.
My Role
I served as the Art Director, overseeing the full 360 campaign. I collaborated closely with internal teams and external partners to shape the campaign’s visual identity, ensuring every element, from disruptive out of home placements to social first assets, aligned with the creative brief and broader brand strategy. I worked hands on with a team of designers to develop a culturally resonant and cohesive look that reflected the new Peacock brand while honoring Premier League traditions. I also oversaw the XR screen motion design and set pre-visualization, helping guide the visual flow and spatial planning on set. Additionally, we partnered with Marcello Hernandez, whose voice and presence helped bring cultural humor and personality into the campaign.
The Peacock Creative Team
Ehsan Abbasi - Lead Designer and Rock Star, Atanas Djibirov - Motion Designer, Ariana Eng- Motion Designer, Adam Koon - Designer, Stephanie Falaschetti- Designer, Chris Monaco - Art Director + hands on with design and motion, Eric Beard - Creative Director, Erik Friedman - SR Creative Director, Zaid Al-Asady- SVP Brand
PROMOS
BEHIND THE SCENES
KEY ART
REJECTED BUT RESPECTED
This is our early stage mood board, design & motion tests. The look was on strategy and was well received, but once we started digging deeper we decided to work with talent and do a fan photoshoot. We’re still proud of all the hard work that went into this and I’m happy to share it.
EACH SLIDE HOLDS FOR 3 SECONDS. YOU CAN SCRUB THROUGH THE VIDEO TO GO FASTER.