To expand HBO Max's global audience and introduce new viewers to its award-winning content, the Watch Free program launched across the Asia-Pacific region, beginning with the Philippines. The initiative offered audiences free access to select episodes from HBO Max's most acclaimed series—in both English and Filipino—creating an accessible entry point into the platform while supporting broader subscriber acquisition efforts.
As the creative and technical lead for the APAC rollout, I partnered closely with regional marketing, engineering, QA, and localization teams to adapt the successful U.S. Watch Free experience for an international audience. The project began by introducing the existing U.S. sampling program and its underlying design and technical framework to cross-functional teams across the region, establishing a shared foundation for the localized implementation.
Building on that framework, I redesigned and hand-coded the APAC experience, evolving the interface to align with regional marketing objectives while maintaining HBO Max's premium digital standards. Working alongside localization specialists, I incorporated Filipino translations and refined layouts, typography, and content presentation to ensure the experience felt native to audiences in the Philippines without compromising visual consistency across the global HBO Max ecosystem.
Throughout development, I collaborated with engineering and quality assurance teams to validate responsive behavior, localization accuracy, and technical performance across devices and browsers, ensuring a seamless production launch.
The finished experience became the foundation for the HBO Max Watch Free initiative across APAC—extending the platform's audience reach through a thoughtfully localized digital experience that balanced global brand consistency with regional relevance. By combining strategic collaboration, design, and front-end development, the project helped introduce HBO Max's premium storytelling to new audiences while supporting long-term international growth and customer acquisition.