Xfinity — “In-Grid”

Less time scrolling = more time watching.

In a quest to help customers put an end to infinite scroll, Xfinity places viewing recommendations right in its on-platform guide. These recos can include anything from trending/promoted TV shows and new release movies to live sports airing now and other tentpole entertainment events.

As creative lead on Xfinity’s “In-Grid” project for more than three years, not only was I responsible for researching and writing ~150 entries each month. I managed the project’s workflow, mentored team members on guidelines and best practices — and got measurable results that led to sales and sustained advertising revenue from networks.

It’s not as easy as it might sound — that is, accurately conveying in 75 characters or less (including title) why something is what the customer was searching for all along, let alone worth watching at all. Even the very act of grabbing a person’s attention while they’re speeding through the guide can be a tiny miracle.

When I was hired by Tierney (now Carmichael Lynch) in 2022, In-Grid was generating effectively zero engagement. Within months, I turned the project around, regularly achieving 20-40% above client benchmarks for engagements. Additionally, my organization created new efficiencies in the project, drastically reducing total manpower hours spent on In-Grid from 80 per week to something closer to 20-30. Finally, in 2024, I led creative on a brand voice refresh designed to make Xfinity sound and feel more like an authority on entertainment.

The work isn’t quite as interesting outside the context of a TV guide, but here are some choice selections from December 2024:

Best of 2024

The Penguin – Batman’s nemesis delivers the year’s darkest crime drama.
The Traitors – Reality TV stars compete in the year’s best whodunit.
Slow Horses – 2024’s best spy series is also one of the funniest.
Fallout – Future LA is a radioactive Wild West in 2024’s best sci-fi show.
The Fall Guy – The action-comedy duo of the year: Gosling and Blunt.
Challengers – Zendaya serves 2024’s steamiest romance in this tennis drama.

New releases

Deadpool & Wolverine – Marvel’s discarded heroes get one last shot.
Elton John: Never Too Late – The icon’s astonishing story—in his own words.
Landman – Taylor Sheridan’s gritty new drama may be his best yet.
Pulisic – The countdown to the World Cup starts with this docuseries.
Paris & Nicole: The Encore – Catch up with the OG queens of reality TV.
1992 – Ray Liotta shines in one of his final roles in this heist thriller.

Free

Free | From – Once you’re into this horror series, there’s no turning back.
Free | Blink Twice – Zoë Kravitz’s island mystery starring Channing Tatum.
Free | A Cowboy Christmas Romance – A city gal revisits her country roots.
Free | Chappie – This Hugh Jackman thriller about AI was ahead of its time.
Free | Dial S for Santa – A holiday romance with a side of mystery.
Free | Hotel Cocaine – A nightclub operator chases the American Dream.

Holiday picks

An Almost Christmas Story – Destined to be a Disney holiday classic.
Nutcrackers – Ben Stiller returns to the screen in this new holiday comedy.
Disney’s A Christmas Carol – A haunting take on the Dickens classic.
Christmas with the Kranks – Tim Allen proves you can’t escape the holidays.
Four Christmases – A relatable Vince Vaughn-Reese Witherspoon comedy.
Die Hard – A lone cop saves hostages from their company holiday party.