After some time on the market it became clearer that Max’s initial strategic stance was not the best way to leverage our offering, Then began the effort to highlight the prestige IP from WB films and HBO and to position Max as a home for criterion collection level content. All Killer No Filler. I was brought into the blitz to help in some key areas. I personally retooled the Mnemonic and app loader which seemed to impact the general conversation. I also influenced the thinking around how the Max logo should take on the character of the IP in trailers. This involved turning around multiple options every few hours for several days.