In 2017, Hulu’s growth had stagnated. After 10 years, the brand was synonymous with bringing viewers “yesterday’s TV for free” but in the age of streaming and DTC live sports offerings, the brand needed to tell a larger story. It also needed to bring back a bit of the swagger that had helped millions of Americans fall in love with Hulu in the first place.

As Brand Director, Amy led the creative strategy and GTM campaign management for the Better Ruins Everything campaign, in close partnership with Hulu’s AOR, Big Family Table (a competitive offshoot of Deutsch).

This campaign was the first step in a years-long overhaul of the Hulu brand and officially put Hulu on the map in the Live TV space. It helped supercharge growth for the brand and set the business on a course to surpass Amazon Prime to become the second most preferred streamer in the U.S., second only to Netflix.