discovery+Global Brand Campaign

Whatcha watchin

Campaign Anthem

Something for Everyone

In today’s streaming world, audiences are constantly asking friends, family, and coworkers “Whatcha watchin’?” With endless content across dozens of platforms, deciding what to watch can feel overwhelming. discovery+ needed a simple and memorable way to cut through the noise for audiences around the world.

I created the campaign concept inspired by Budweiser’s iconic “Whassup” moment from 1999, reimagining that cultural phenomenon for the streaming era. The goal was to turn “Whatcha watchin’?” into a modern pop-culture catchphrase shared across texts, social media, and everyday conversations.

Campaign Development

Chosen Concept

In a series of people around the world texting “Whatcha watchin’?”, we see that everyone seems more interested in what they’re watching on discovery+ than what’s happening around them. The idea taps into the power of word-of-mouth and was designed to scale globally across genres, markets, and talent.

Teamwork

Through several rounds of team breakout sessions involving creative teams and copywriters, more than 75 original ideas were narrowed down to 6 national campaign ideas for executive review. The chosen concept fulfilled the assignment by creating a global brand campaign that brought the discovery+ “full of life” brand promise to audiences.

Consumer Insight

Crowdsourcing recommendations has become part of everyday culture, especially in entertainment. Asking friends what they’re watching creates connection and helps navigate the overwhelming number of choices now available across streaming platforms.

After sleepless nights of brainstorming, I turned for inspiration to my library of Communication Arts magazines dating all the way back to 1994.

Matt Rosecrance Creative Director