One Year Joyn.
A Celebration of the Ones Who Made It Happen
Joyn turned one.
Instead of celebrating the app, we celebrated the community that made it matter.
Idea
Joyn isn’t built on Originals, tech, or UI.
It’s built on viewers.
So we flipped the birthday script. Gratitude over bragging, connection over features, bottling community energy through character animation, bold type (EHRLICH, STÄNDIG), and mixed-media nods to cult shows and everyday watch moments.
It became a brand moment rooted in emotion, not promotion - deepening Joyn’s bond with viewers, inspiring audience-first storytelling, and proving that gratitude beats hype every time.
What was made
A modular launch film and cut-downs designed for TV, online, and social.
System elements: character animation, kinetic type, brand palette, show cameos inside illustrated worlds, transitions built for easy versioning.
Impact > Creative
• Centered users as the hero with a clear, repeatable narrative: thank you.
• Built a flexible mixed-media animation and type system that scales across formats.
• Humanized a tech brand with a warm, local voice and relatable humor.
Impact > Business
• Shifted internal mindset toward audience-first briefs and KPIs.
• Created a ready-to-version asset toolkit to speed future campaigns.
• Established a platform for community activations and retention touchpoints.
Role: Direction, Creative & Art Direction
Copywriter: Martin Pfetscher
Animation: PlusOne (Amsterdam)
Sound Design & Music: Out/Standard
Copywriter: Martin Pfetscher
Animation: PlusOne (Amsterdam)
Sound Design & Music: Out/Standard
