Buddy System

Taking steps to replace the cable box by introducing a smarter remote.

Product Video

With the failure of 3D TV, DIRECTV didn't want to invest in too much new tech. But at DLab & DEPG we all saw the writing on the wall. Smart Buddy was a way to ween subscribers off the set top box [STB] and get them used to the idea of watching TV on a tablet. It would also help to lower costs by eventually replacing the STB.

Concept Walkthrough
Concept Walkthrough
Concept Walkthrough
Concept Walkthrough
Concept Walkthrough
Concept Walkthrough

Concept Walkthrough

A few weeks after I started pitching this, Samsung approached us with the same idea. I was asked to help Samsung push their tablet remote, and stop development on Buddy System. Which was more than fine with me, I mean, it's Samsung. The problem was that the STB was already cheep as hell to make, but there are contracts and patent costs that locked DTV into years of financial servitude with old tech. The idea was that by putting less tech into the STB we might endup actually making the STB more expensive. It was a fly ball from left field that simply knocked us out.

Commercial

Every killer product should have a killer commercial. I really wanted something that would wake up a pitch meeting where 20-30 ideas were shared. Get noticed or get out.