Meta. Murder.

MTV will kill Scream.
So let Scream kill MTV.

This is a brand campaign disguised as series promotion.  The trailer features some of our biggest stars from various MTV hit series attending a house party where everyone meets an unfortunate, yet comedic end.   We launched the campaign with unbranded, unexplained snapchat videos sent to loyal fans of MTV series.  From there we seeded bloody fun portraits of our stars inside each series' social communities.  Their favorite celebrities displayed in a gory tribute to Scream.  And the fandoms went wild.  After much speculation and conversation, we unveiled our "killer party" trailer and introduced Scream: The TV Series. 

Hormones. Uncontrolled.

It's a teen world.
We're just living in it.

Launched + reinvented this classic franchise for an entirely new generation.  A sample of campaign imagery and key art throughout Season 1 - 5.  

Epic.  World.

Launched the most expansive scripted title in MTV's history.  Based on 26 best selling book series by Terry Brooks, we disrupted the market with a modern, chilling take on fantasy adventure.   It was an epic 7- month theatrical-like campaign for this truly epic series which premiered in January 2016.  

Adult. Hood.

Brooklyn before 'Girls'.  Post-college angst in the city.   

Miss. Misunderstood.

Fitting in feels impossible.  The 'awkward' (and funny) hardships of navigating high school.   Launched + nurtured the Awkward franchise, now in it's sixth season.  As Sadie says, "You're Welcome."  

Abs. Family.

Love em. Hate em. 
They're family.

Launched this historic franchise from the beginning.  Each season had unique charm, laughs and expectations.  We filmed the final season image a month before Superstorm Sandy hit the area. We unknowingly captured some of the last footage ever of this historic boardwalk.

Gone. Girl.

Her life turned upside down in an instant.  
So we did too.  

Literally.  This set piece physically moved behind our star.  Remarkably, all of the elements were shot practically (it was a very loud night on set).  The imagery created is both stirring and breathtaking - a young woman stands strong while the life she once knew is destroyed.  

Trust.  Nothing.

In the meta twisted world of Scream, any person can be a killer.   To launch Season 2, we played with this fundamental mystery.  With a darker physiological tone, the campaign challenges the viewers trust of the characters you love (and hope to be good).  In the world of scream: TRUST NOTHING. TRUST US.  

Real.  Feels.

Janelle's mom, Barbara, tells it like it is - in her own particular way.  The fans knew it.  We had to celebrated it.  Part-homage, Part-insider, Part-what-will-she-say-next.  Mondays really are a Mother. 

Gifted.  Student.

The 'moment of awe' that changed everything for RJ Berger.  The meek shall inherit the girth.  

Ultimate.  Disruptors.

For the return of the beloved Beavis & Butthead to MTV, we took an untraditional approach - disrupt every format possible & comment on the world like only Beavis & Butthead could.  

From VMA in-show segments to hijacking Jersey Shore episodes to integrated graphic & promo disruptions across the channel to changing the MTV2 logo for a day - we unleashed the boys on the world in a truly surprising, fun way.

Desire.  Deceit.

Catfish is now a verb.  Now in its fourth season on MTV, we continue to find new and unexpected ways to invigorate this franchise.   Tension meets a wink to the audience.  This is always a thrill ride of mixed emotions. 

Life.  Skills.

Having invented and reinvented reality programming, it was a critical time for MTV to shift its audience toward scripted series.    MTV started with SKINS.  

The challenge was threefold:  establish MTV as a credible scripted destination, prove to SKINS fans that MTV would honor its rebellious ethos, and engage fans like no other series so they felt real ownership of this brand.

We also knew we would have a fair amount of hatred from loyalists.  We owned & embraced it as only SKINS could - creating a hater's gallery of the most critical comments.  It turned negative sentiment into a positive and was "liked" by our most vocal critics.

Powerful.   Voices. 

In the wake of Ferguson, MTV knew it wanted to make an important statement and engage our audience a healthy conversation around Race.  Could the country move from color blind to color brave?  Can we be brave and use our voices and have "The Talk".   

On the MLK holiday, we turned every MTV platform to a stark black & white experience for an entire day - all channel long form programming, promos, graphics, social, .com and news were B/W.  Both visual striking and with deeper meaning, it instantly struck a cord with our audience.

From artists to activists to the audience, we also gave unique voices a powerful platform to discuss their perspective, hopes and frustrations around race.   

Sharing.  Kills.

The young MTV audience shares every possible part of their lives online.   Playing with this daily habit in the context of our dramatic stalker series was both timely and visceral.  

The campaign lived in the language and digital world that our audience feeds on every minute.  We created custom native creative for every social platform to twist that community's language and actions.  That "follow" button on Instagram, now took on an entirely new, threatening meaning.

Reality. Invention.

Before the housewives, a group of real friends, in a real place opened up their lives to the world.  It launched a franchise, spin offs and massive celebrities over the course of a decade.  

From Laguna Beach to The Hills to The City, I successfully launched every season of this historic reality television franchise.