Worldwide there are about 200 streaming services, with the sector getting more competitive every day.

This was Tubi’s first brand work. The brief was to introduce it in a bold way while helping establish its reason for being.

Tubi doesn’t have the big, singular, shiny titles, like “Game of Thrones,” most streamers use to market themselves. So, it made a virtue of its depth.

“Rabbit Holes” positioned Tubi as the place people could find content that matches their passions, content they could fall deep into.

Instead of asking people to focus on a few shiny titles, like other streamers, we invited them to get lost in their own rabbit holes, turning Tubi’s possible weakness into a strength.

The :60 spot re-imagines the rabbit hole metaphor, with the rabbits taking charge.

For the direction, the key was to take the amazing initial idea and find that perfect balance of weird, unique, captivating brave... but also keep it "just light and lovable enough that it doesn't scare the shit out of people." (Per the director)

It couldn't all be scary or creepy – the director expressed that we can draw people in with that, but we need to let them know it's all in good fun as it unfolds. This came from shot ideas, blocking and some more whimsical moments that all tell the viewer, "Oh. This is fun! This is clever! This isn't just weird and dark."