Roku® Love your TV again

Context:
Roku is the #1 TV streaming platform in the U.S., Mexico and Canada — but in Brazil, category awareness is still low.
Most consumers don’t fully understand what a streaming stick does; they feel frustrated with slow or outdated Smart TVs and often spend months debating whether they should buy a new device altogether.

With a new product line entering Latin America, Roku needed a launch campaign that clarified its value in a simple, relatable and culturally intuitive way — and, importantly, one whose insight felt plausible across multiple LATAM markets.

The Challenge:
Make Roku meaningful for a Brazilian audience who believes their “old” TV is a lost cause — and who thinks buying a brand-new one is easier than understanding a streaming device.

Insight:
Your old TV isn’t the problem.
Your experience is. And with Roku, it instantly feels like new again.

Strategy:
Translate a complex tech category into a human truth: people don’t want to upgrade their entire living room — they want to upgrade how they feel when they sit down to watch something.

We reframed Roku not as a gadget, but as a shortcut to a better, faster and more delightful TV experience — the emotional upgrade that makes an old TV feel brand new.

Idea:
“Tudo a um Play.”
A creative platform that shows how Roku turns any TV — even the old, sluggish, “almost retired” ones — into a fast, intuitive, surprisingly delightful entertainment hub.
Everything you want, just one play away.

My Role:
I translated the entire strategic landscape into a creative-ready direction — shaping the insight, clarifying the target, humanizing the category and helping the creative team land in the “Everything to one Play” territory.

My contribution was turning a complex brief filled with technical information into a single, emotionally resonant truth the creative team could build on.