From First Trials to Tangible AI Tools

Foxtel

Sector: Media
Stage: Activation → Operationalisation
Deliverables: Inform Session, Design Workshop, functioning PoCs

In just three weeks we up-skilled Foxtel’s marketing team on generative-AI fundamentals and shipped two working proofs-of-concept that turn brief-writing and footage search from manual slog into streamlined, AI-powered workflows.

INTRODUCTION

  
    
  Foxtel is a leading Australian subscription-television group
  with vast content libraries
  and an always-on marketing engine.
  The team wanted to move fast on generative AI,
  but first needed clarity
  on where the technology could drive
  the greatest day-one value.
  Our brief: help them explore and experiment
  with emerging generative-AI tools
  to drive new value and efficiencies
  in everyday marketing operations.

  
  

VISION

Embed AI into Foxtel’s day-to-day marketing—seamlessly, securely, and at speed.

We proposed a compressed Inform → Design → Create sprint: inspire executives, co-design priority use-cases, then prove viability with working prototypes—all inside one month. The goal was to leave Foxtel’s marketers not just informed, but actually equipped with AI tools they could test immediately.

Executive Keynote to Set the Playing Field for AI in Media and Marketing

Inform — Ignite Awareness

We kicked off with Inform sessions involving key areas of the marketing division. The sessions aimed to broaden knowledge about the impacts of generative AI on the marketing and media landscape, and help set a foundation for the upcoming design workshops.

Collaborative Workshop to Identify and Prioritise High-Impact AI Use Cases

Design — Map Opportunities

Next, we facilitated a half-day workshop that brought together teams from marketing, production, technology, and operations. Participants mapped workflows, surfaced pain points, and defined what “better” could look like. Together, we identified and prioritised ten actionable AI initiatives, evaluating them on feasibility and impact, and captured them in a living AI roadmap.

Shifted the conversation from “what if” to “what now” by grounding ideas in real business needs and achievable outcomes—turning inspiration into a concrete plan.

Pilot & Scale

Rapid Prototypes to Turn Vision Into Working AI Tools

To show what was truly possible, we built two fully-functioning proofs of concept in just 10 days each: a conversational brief generator that assembles campaign briefs via plain-language Q&A, and an AI-powered video search tool that lets users instantly find the right clip from vast footage libraries. Both were delivered inside Foxtel’s secure environment, demonstrated live, and handed off for UAT.

SOLUTION

We designed and delivered a compact, three-week AI Adoption Sprint to help Foxtel move from exploration to execution. The team was inspired by an executive keynote, aligned through a collaborative workshop, and equipped with two fully-functioning AI tools - a conversational brief generator and a video search engine - ready for testing and further development.

A chat-based tool that guides marketers through creating polished campaign briefs. Built for speed, trained on Foxtel’s tone, and hosted securely on Azure.

An AI-powered search engine for Foxtel’s video library. Type a description — like “Wille Rioli celebrating a goal” — and jump straight to the perfect clip in seconds.