Netflix taps Toaster to hype global launch of its all-new TV interface in cinematic flair

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Netflix taps Toaster to hype global launch of its all-new TV interface in cinematic flair

Toaster crafts a film-led rollout for Netflix’s redesigned TV interface powered by real-time AI

Netflix

MUMBAI: If scrolling through endless titles has left your thumb sore and your brain fogged, Netflix just hit play on your salvation. The streaming giant has overhauled its TV interface and tapped creative agency Toaster to give the global launch the same drama and delight as its top-rated series.

Instead of a by-the-numbers product explainer, Toaster served up a 60-second cinematic teaser channeling the emotion of binge-worthy storytelling. The spot, which is being shared across media and social platforms, walks viewers through the revamped experience that boasts simpler navigation, smarter recommendations, and an AI engine that reads you better than your best friend.

Netflix’s refreshed interface, now rolling out globally, features persistent shortcuts for search, shows, movies, games, and a personalised “My Netflix” hub. As users browse, real-time recommendation rows update on the go, tailored to their habits. Title cards now highlight not just the synopsis and run time, but whether it’s award-winning, trending in the top 10, or helmed by a notable director.

Toaster's campaign leans into the streamer’s brand essence—making viewers feel something—and applies it to its own platform refresh. According to the agency, the goal was to invoke the same anticipation and emotion people feel when a new series drops.

“Collaborating with Netflix on the launch of their new TV experience was an absolute privilege. This was a momentous milestone for their product, and we were honoured to support the campaign from the ground up. We’re incredibly proud to have played a part in bringing this to life”, said Toaster US MD Susannah Bard.

Netflix’s product marketing manager Paul Lee added, “We thank Toaster tremendously for all the work in getting us here. We couldn’t have done it without the team’s support”.

The new TV interface, already rolling out since early May, represents Netflix’s answer to content overload—designing a smarter, faster, and more intuitive content discovery journey.