An original sound to tell viewers they’ve arrived on Tubi

Issue

Low brand affinity and awareness amongst userbase, especially in app deep linking on OTT, users aren’t aware they are on Tubi.

Objective

Create an original sound to be associated with Tubi to drive awareness of the user’s initial experience on the platform and to strengthen brand equity.

Desired Outcomes

• Premium but welcoming (accessible)
• Upbeat, friendly, and inviting/welcome (while also being premium)
• Personable, relatable, satisfying, and emotive
• Evoke the feeling of “joyful relaxation” + satisfaction
• Ensure the user knows they are about to walk into something special

The Sound

The dreamy rise that greets us was created with a synthesizer, but was inspired by the anticipatory sound of a symphonic orchestra tuning up for a performance. We wanted to take something elegant, but make it modern. We gave it warmth and sweetness by using a Major 7th chord, which is a motif used in many film introductions to set a positive tone.