The Challenge

In the hyper-competitive streaming category, not a lot of people understood what Google TV does. Is it hardware? Software? An app? Cashmere was tasked with creating and launching the brand’s first content series to raise awareness and help consumers better understand the value Google TV brings.

The Insight

Tons of TV, But There’s No Guide

With more entertainment options than ever before, content overload is very real — and we need new ways of organizing the content we actually care about. Google TV Watchlist helps our audience avoid wasting their time scrolling through an endless sea of choices — the perfect antidote to the paradox of choice.

The Idea

Watch With Me

With an original brand content series, Cashmere showed fans how Google TV is the essential platform for organizing all your streaming subscriptions for the content you want because it makes pressing play the easiest choice you’ve made all day. Watch With Me invites global icons, artists, influencers and creators from sports, music and film to sit with us and share what helped shape who they are on their Google TV Watchlist. Cashmere created videos and integrated social content and tapped top-tier talent such as Laverne Cox, Hasan Minhaj, Simu Liu, Taraji P. Henson, Chris Paul, Chloé Zhao and Andra Day for this ongoing series.