CASE STUDY: UGLY AMERICANS
Ugly Americans premiered in 2010, and it was right in my wheelhouse: weird, animated, and funny. I handled the creative for its launch campaign and the marketing campaign for its second season. It was never a ratings bonanza, but it developed a devoted core audience that loved it, with whom our brand desperately wanted to connect. Thus, the initial challenge about explaining what the show was in the launch campaign morphed into a challenge to show why we loved the show so much in the second season. We weren't given much to hype the second season, but I formed a partnership with Jake Wallace (a producer in our multiplatform division) and Shawn Silverman (now VP of Promotions Marketing at Comedy Central) to make the best damn multiplatform phenomenon we could on a micro budget. The result was a quirky, funky, resounding success.
More on that in a bit, but first, a few words about the launch campaign.