Pluto TV

Firing up a brand-led growth engine for the leading Free TV app.

Post-acquisition by Viacom (later rebranded as Paramount), Pluto TV needed to grow up and scale up without losing its quirky brand roots.

Reporting directly to the Founder & CEO, I oversaw a positioning and relaunch of the entire brand and product experience, ensuring Pluto became the out-there destination of choice for Free TV viewers, driving 2x MAU and increased profitability.

In a series of wildly creative campaigns, my team crafted a unique voice for the brand that proudly played on its insanely huge library of classic content.

“Pluto TV by the Numbers” cited the total number of legends, explosions, breakups, etc featured across our 100s of channels and 1000s of on demand movies & shows.

In 2020, during the height of Covid lockdown, I persuaded David Hasselhoff to play 9 characters in a bizarre 90s infomercial touting the features and benefits of Pluto TV. The film was a viral hit and recognized at multiple industry awards.

Sphere Entertainment

Red Bull