I had the great honor of bashing heads with longtime collaborators Gretel on their ongoing work for Netflix. My task, along with fellow writers/strategists Julian Bevan and Anita Olan was to try and do something unique for the brand: create a tagline. And not just a tagline, but a GLOBAL tagline.

It was no easy feat. We collectively wrote, argued over, and ignored hundreds of options. Ultimately, the winner was one that was easy to read, write, spell, translate, and connect with on multiple levels.

For a great deep dive into the whole megillah, I highly recommend checking out Gretel. They’re smart and good looking.