TNT was ready for a rebrand and wanted to unveil it at the Upfront presentation, with creative led by Steve. The project began with a short mood reel to convey the tone of this new rebrand. From there it needed to be turned into a fully realized piece. The goal was to immerse the audience in this new feel of the network and tease new series.
Steve led the creation of this sizzle which was needed at crucial time a few months into the pandemic. Beyond creating a compelling piece, it was important to convey a message to advertisers; Fox was going to be the only broadcast network with a full slate of programming in the Fall, and they were ready to hold onto their #1 status.
Steve was the agency Creative Director for this series, working with Amazon for over a year on multiple rollouts. This included full campaigns for the “New Global Home” initiative, catch-up/sustaining content, and a robust new season launch.
From concept through execution, Steve led dozens of 360° elements including teasers, trailers, presentations, activations and social/digital content. This page contains a small sample.
Steve worked with Hulu on the campaign for this limited series based on the iconic novel. As the creative lead, his challenge was to find the correct tone to match the pitch black comedy of the series. The result was a success, with the trailer garnering millions of views in the first couple days.
Steve and team enjoyed the tricky task of whittling down all the wild and hilarious Tracy Morgan takes into a cohesive spot. This tease was especially important since the series had barely starting filming yet, but the network wanted to release content to generate early buzz.
Director: Brit McAdams
Steve led the campaign for this thrilling new series which kicked off in the World Series with teases to build awareness. The campaign evolved to strategically highlight the multi-faceted character and layered story. The result was undeniably successful. It was the highest-rated new Fox drama in years, earning a season two pickup, as well one of the season's most streamed new network dramas.
Steve worked with HBO on the season 3 launch of this series, which was a real treat for him as a fan of the show. The objective was to balance comedy with heart and the new place the main character found himself in this season. Steve and team found the music track early on, and it served as the main song for the entire campaign.
The goal of these pieces was to utilize the talent to help tell the incredible true story of the battle of Midway, while showcasing the epic cinematic scope of the movie.
