Netflix: 2020 Year-in-Review Campaign

Content Creation, Content Strategy

The Client

Netflix is the world’s leading streaming entertainment service with 204 million paid memberships in over 190 countries enjoying TV series, documentaries, and feature films across a wide variety of genres and languages. Members can watch as much as they want, anytime, anywhere, on any internet-connected screen. Members can play, pause, and resume watching, all without commercials or commitments.

Services

Campaign Planning, Motion Graphics, Social Media Content, Video

The Opportunity

After a remarkably eventful year, Netflix wanted to create a 2020 year-in-review campaign to honor the range of emotions we all experienced—both on screen and off.

The Solution

To do this, we centered the campaign around the power of Netflix’s storytelling, specifically how the brand helped us bond, learn, grow, and shape culture in a turbulent year. 

The Deliverables

  • Hero video
  • Social assets
  • Localization toolkit

The Execution

To tell an engaging story through video, you need to make the most of every tool in your kit. Everything from VO and design to animation and live-action footage must work together effectively. Naturally, that requires a lot of moving parts, so we partnered with our friends at creative studio Giant Ant to make it all happen. 

Starting with the script, we crafted a story around the many moods we experienced over the course of the year, putting key events and Netflix releases front and center. (To quote the video, “2020, the year it all happened. We felt it all, and we watched it all too.”)

Through this lens, we could create a unique story arc, incorporate internal and external data points to provide cultural context, and showcase Netflix’s TV and film content in a more engaging way. (For example, did you know chess set sales went up 215% after The Queen’s Gambit aired?)

To do this, we used an updated, dynamic color palette and Netflix footage as the foundation. We also incorporated animated light beams as a nod to the light beams in the new Netflix Originals logo.

For audio, we combined VO, music, and sound effects to bring the story to life. This included custom music by Michael James Lee and sound design to add depth to visual elements, such as the 3D animations and light beams. We even brought in a line from Tiger King, because what sums up 2020 better than Joe Exotic himself?

Together, each element worked to create the final video—a unique time capsule documenting a historic year and the role that Netflix played in it.

As part of the supporting campaign, we also created social assets to bring the data included in the video to life. This included a range of visuals, including GIFs, carousel posts, and even an emoji mood wheel that showed how different Netflix properties elicited different emotions. And to empower Netflix teams around the world to produce their own unique creative, we also created a localization toolkit. This ensured creators in 20+ countries across North America, South America, Europe, Asia, Africa, and Australia could create cohesive assets to support the campaign.

The Results

This campaign was exactly the creative challenge we love to tackle. Thanks to the hard work and creative problem-solving of the C5, Giant Ant, and Netflix teams, we were able to deliver a finished product that was on brand and on time. 

After release, the video garnered 455,000+ views* across platforms, and our emoji mood wheel received coverage in People magazine and Deadline

Above all, we’re so grateful to the Netflix team for their collaboration, openness, and trust in choosing us directly—and we hope to work together on many more projects in the future. 

*As of January 2021

From the Team