Client: SlingTV
Agency Win: Secured in a fast-turn pitch against the incumbent AOR

Overview:
In a world where people can customize everything from playlists to pizza toppings, traditional TV still expected viewers to settle. Enter “Get Picky” — a national, multi-market campaign that challenged that norm and celebrated SlingTV’s fully customizable viewing experience.

The Insight:
Today’s consumers are used to getting exactly what they want, how they want it — so why should TV be any different? That truth became the heart of our campaign: a rallying cry for picky people everywhere.

My Role & Solutions:
I helped concept and write across touchpoints, shaping a campaign that was sharp, culturally fluent, and unapologetically fun. To embody our picky ethos, we enlisted none other than Danny Trejo — the Machete himself — bringing his unexpected charm to everything from social teasers to :30 spots.

Execution:
We launched “Get Picky” as a true transmedia effort:

Broadcast & OTT spots featuring Trejo’s signature edge and dry humor

Social & digital content tailored to general and Hispanic markets

Print & OOH executions that extended the voice in bold, irreverent ways

Multilingual messaging that respected cultural nuance without watering down the campaign’s tone

Outcome:
Despite a compressed pitch schedule and fierce competition, our team secured the win — then delivered a national campaign that resonated across demographics and platforms. “Get Picky” positioned SlingTV as not just another streaming option, but the one that gets its audience.

Key Takeaway:
This campaign proved that being “picky” isn’t a flaw — it’s a standard. And when you build a campaign on a sharp cultural insight, backed by a fearless tone and smart casting, you cut through the noise — fast.

 Press: Creativity, AgencySpy

Created with:

Chief Creative Officer: Nick Childs

Executive Creative Director: Josh Greenspan

Executive Creative Director: Roberto Alcazar

Associate Creative Director:  Sarah Dennis-Browne 

Art Director: Brooks Hess