Here at Philo HQ, we appreciate the power of television and the important role it plays in our lives. When we launched our product in 2017, we had one mission—to create a better way to watch TV. We saw an opportunity to build the streaming service that we always wanted, not just as employees, but as consumers and huge TV fans.
Our team set out to create a product with the kind of stuff we loved watching, one that was easy to use and helped folks simply navigate a complex tv ecosystem (one that’s only gotten more crowded and confusing since that time). And while we’re always working on ways to innovate and make things even better, we are pretty proud of the work done thus far. With all of this in mind, we set off to work on our new brand campaign.
To kick off this process, we met with many different agencies and listened to tons of pitches before finally connecting with Red Antler. We were truly impressed with this group of Brooklyn-based creatives, strategists, and all-around good people—they got us, and we got them. Their work with the dating app Hinge, amongst several other campaigns, really stood out to our team, and we couldn’t wait to see what they had in store for the Philo brand.
Over the next several months, we talked and kicked around different ideas. Red Antler really dug in to help us discover the best way to communicate who we are and why we do what we do. They met with lots of folks across the Philo team to learn more about the product and our brand. They also conducted interviews with subscribers and non-subscribers, all in the service of understanding what people love about TV and Philo.
What was born out of this work was a central idea — that Philo was the easiest, least painful way to get the TV you love — and that no matter what you watch or how you watch it, TV has a profound effect on all of us. It allows us to be the most authentic, relaxed version of ourselves. With Philo, you can Channel Comfort. We’re big fans of wordplay around here — and the double meaning of ‘channel’ was it for us. So with a tagline and a campaign idea in place, we were off to the races.
Once we decided on a director, locked in the creative concepts, and finalized all the scripts, we collectively set out on an international odyssey spanning multiple time zones. Teams from Australia, Mexico, NY, and SF worked tirelessly to bring the vision to life. We shot on location in Mexico City well into the middle of the night, with an international cast and a collection of comfort creatures that….well, you just need to see it for yourself.
So without further ado, and an unyielding amount of thanks to all the inspired people who touched this product, we’re pleased to share our newest campaign. Thanks, and wherever you may be reading this, I sincerely hope you’re channeling comfort.