DirecTV
DirecTV The Metaphor
EntertainmentFull CG
DirecTV
Overview
The newest film out of the studio: a full-CG welcome to the metaphor for DirecTV, a built-from-nothing world directed by Fabiano Broki and Tiago Marcondes.
The scale
Placement dimensions and delivery specification from the campaign brief. DIRECTV has not published performance figures for the campaign, so none are claimed here.
5
New York spectaculars: Nasdaq, Mi-Fi, 8th Ave, Midtown West, Bryant Park
10,540
square feet of screen at Mi-Fi alone, across two faces
120ft
tall at Nasdaq, the largest single placement
10
master versions: two cuts, five ratios each, 4K UHD
Out of home
The street work runs as a two-panel joke. One panel sets it up in the dark blue, deadpan: Fox, NBC and ESPN walk into a bar. The next panel answers it in DIRECTV blue. It only works because the whole industry is physically there that week, walking past both panels on the way to the same meetings.
Coverage
The campaign turned Upfront Week itself into the metaphor, and ran across New York while the buyers were in town.
Witness Me coverage report for LOBO, 2026. Estimated views are CoverageBook predictions of lifetime views, not verified impressions. The bulk sits with two syndications, Yahoo and MSN.
18
pieces of coverage
4.6M
estimated views across the pickup
94
top domain authority, MSN, then Adweek and Deadline at 92 and 90
May
Upfront Week, New York, 2026
What they said
The Upfronts have always been about showcasing the best of TV, and when we stepped back and looked at the week as a whole, we realised that is exactly what we do at DIRECTV every day. We have found a unique way to show brands and media buyers that this week is not just an industry event. It is our value proposition come to life.
When we looked at Upfronts week, it started to feel like a perfect, if slightly unintentional, demonstration of what DIRECTV does every day: bringing the entire TV world together in one place.
The media ecosystem has never been more fragmented, and that creates a real opportunity for platforms that can unify it.
Quoted in the campaign press release and in DesignRush, 13 May 2026.
In the press
Credits
Agency
TBWA\Chiat\Day, Los Angeles
Group creative director
Mark Peters
Creative directors
Jeff O’Keefe
Micky Coyne
Agency producer
Stephen Kay
Creative director
Mateus de Paula Santos
Directors
Fabiano Broki
Tiago Marcondes
Managing partner
Luis Ribeiro
Executive producer
Su Constantine
Head of production
Marcelo Barbosa
Head of post production
Eduardo Silva
Producer
Pablo Zurita
Post-production coordinator
Nathaly Lopes
Post-production producer
Larissa Zazula
Storyboard
Rafael Fernandes
Previz
Daniel Barros
João Paulo Oliveira
Modeling
Natan Zuanaci
Daniel Barros
João Paulo Oliveira
Marcel Yuji Tsuruda
Rigging
Humberto Rodrigues
3D look development
Daniel Barros
João Paulo Oliveira
3D animation
Fabricio Luiz
Daniel Barros
João Paulo Oliveira
Motion graphics
Fabiano Broki
Rafael Valle
Concept art and character design
Marcos Rodrigues
Compositing
Fabiano Broki
Rafael Valle
Research
Raphael Amário
Karin Cristina
Roger Marmo
Ingest, conform and delivery
Isabela Balbo
Marco Tavares
Fábio Augusto
Music
Lime Studios
More work
