MTV On-Air Promos (USA)
www.mtv.com
Project Title: Teen Wolf Season 4 – Integrated Campaign
Client or Class Name: MTV - www.mtv.com
Our Teen Wolf heroes are back for Season 4, trying to cope after suffering the devastating loss last season of their friend, and fan-favorite character, Allison Argent. In designing a campaign for the fourth season, we wanted to emphasize perseverance: characters must recover from deep losses and remain steadfast in the face of brutally high stakes. Leading with our CAN’T GO BACK tagline (speaking both to our heroes and our mourning fans), much of our creative showcases that moment of decision and action, when our heroes decide to keep fighting, literally rising from the ashes of their pasts—resolute, unyielding and ready to move forward despite danger.
The “Can’t Go Back” message resonated across multiple platforms, through on-air spots, digital and static billboards, taxi tops, online banners and homepage takeovers. The campaign also included immersive social media experiences for Teen Wolf’s incredibly dedicated social fanbase. A memorial website was created to allow fans to bid farewell to Allison Argent, the beloved character who died at the end of the previous season. The site provided our passionate fans with a place to gain some closure and—like our show’s heroes—move forward. To remind fans that there were still challenges to overcome in this new season, we also created an interactive web-based scavenger hunt, in which fans followed online clues to unlock an exclusive trailer for Season 4.
EVP, MTV Marketing & Creative:
Tina Exarhos
SVP, Creative & Strategy, MTV On–Air Promos:
Joe Ortiz
SVP, MTV Consumer Marketing:
Mindy Stockfield
SVP, MTV Head of Design:
Jeffrey Keyton
VP/Creative Director, MTV On–Air Promos:
Lu Chekowsky
VP, Strategy, MTV On–Air Promos:
Lauren Epstein
VP, MTV On–Air Design:
Romy Mann
VP, MTV Off–Air Creative:
Jim deBarros
VP, Content Marketing and Fan Engagement, MTV Digital:
Tom Fishman
Associate Creative Director, MTV On–Air Promos:
Justin Russell
Director, MTV Consumer Marketing:
Wendy Perez
Director, MTV Digital Marketing:
Matt McDonough
Project Manager, MTV Consumer Marketing:
Jill Crawford
Supervising Producer, MTV Digital:
Brandon Freeberg
Supervising Producer, Off–Air Creative:
Kevin Serapilio
Senior Producer, On–Air Design:
Tina Corrado
Managing Producer, Off–Air Creative:
Michelle Fonseca
Photo Producer:
Fran Sizemore
Senior Art Director, Off–Air Creative:
Rich Browd
Senior Art Director, On–Air Design:
Catherine Chesters
Producer, On–Air Promos:
Adam Palmer
Writer/Director:
Patrick Cummings
Writer:
John Sinclair
Writer (Keep Moving):
Liz Epp
Writer (Keep Moving):
Justin Freidus
Marketing Coordinator, MTV Consumer Marketing:
Stephen Williams
Production Assistant, MTV Digital:
Rachel Manning
Photographer:
Matthew Welch
Photographer:
Jamie Trueblood
Graphic Designer:
Chris Peck
Graphic Designer:
Matt Kay
Animator:
Christopher Gallagher
Editor:
Kim O’Donnell
Editor (Keep Moving):
Andrew Sosnowski
Production Design:
Jason Schuster
Sound Design:
Dave Hnatiuk
Visual Effects:
Sal Malfitano / Muse VFX
Final Conform:
John Ciampo
