As the process of navigating algorithms, fumbling with search bar keyboards, and trying to remember which streamer currently has the rights to The Office only gets more complicated with more and more streaming apps, we created a spot that shows streamer browsing as the surreal and overwhelming maze of options it’s become.

Using the maze metaphor to highlight the relatable experience of being stuck in search purgatory created a way to position Rogers Ignite Entertainment’s comprehensive voice search feature as a respite from the endlessly clumsy navigation of smart TV menus.

Agency: Theo

Role: Writer

Year: 2021

RADIO :30

To bring the time consuming act of searching for content into radio, we highlighted the painfully slow experience of typing with a TV remote to show how to find it faster with instant voice search.