A 360 partnership with Showtime’s Yellowjackets, turned the TV show into a brand with deep strategy, a massive social and digital campaign, stunt OOH, a Clio gold award winning deep fake TV spot, live event coverage, and thousands of hours of Zoom meetings. Our contributions to the campaign garnered a total of 8 Clio awards. Setting the overall look and feel through establishing the brand’s ethos guide, the visual bible that would establish the show’s visual language throughout the campaign.
CLIENT: SHOWTIME
lead agency: legion
ROLE: lead art director
Our first task was to craft the brand ethos guide. A strategic deep dive bible that defined the dna of yellowjackets and set a vision for it's future.
Narrowed in custom font and hand written fonts to use throughout and designed custom emojis for use across all social platforms for yellowjackets fans.
On the morning of Friday the 13th, we launched a live stream countdown on all social platforms. Captured on a set custom built to match the show's cabin. Fans made sacrifices to summon the first look teaser, even talent joined in.
yj's 90s setting offers a wealth of nostalgic hooks and nothing says 90s like kurt loder on mtv news. so when de-aging deep fake got kurt reporting on the missing yellowjackets, bringing fans back to 1996, he sent them to a 90s website to join the search and fall deeper into our in-world campaign.
Our out of home showed up in a big way on sunset blvd, in the new york city subway, the airport, and with a giant digital display campaign.
We extended the mysteries of the show into the real world using hand-sketched hints of the next episode arriving in power fans mailboxes. I hand drew each clue on paper, scanned and gave each mailer it's own unique tactile feel.
Over the course of the season, this best in class entertainment account grew to over 100,000+ followers. Our social campaign kept audiences engaged for months, with authentic 1-1 interactions that brought the show's dark humor into every touch point. Exclusive content custom built for each platform and it's community.
