In 2013, NewWave introduced a whole-home DVR capable of recording multiple shows at the same time and streaming to mini units in separate rooms. They asked us for a name for this new DVR.

Since the DVR was ideal for large families, I decided to call it “The BOSS”, referencing who’s REALLY in charge of the TV: The kids. The rest of the campaign fell into place from there.

This campaign won a 2013 Regional Addy “Best in Show” Award.