CASE STUDY: SOUTH PARK
For 12 years, I had the honor of immersing myself within a truly iconic property, submitting my work to be reviewed by EGOT-level masterminds, and being paid to be the biggest fan of South Park on the planet. South Park is the second longest running comedy in the history of television, and I've done more promo campaigns for South Park than anybody else in the history of Comedy Central.
Each time, I had to make a show that has been on for 19 years (longer than some of our key demographic have been alive) feel new and fresh. Each time I also had to tailor my creative to the unique challenges that came from working with Matt Stone and Trey Parker, bona fide geniuses making a wildly controversial and beloved show unlike anything else ever seen on television, made in a way unlike anything else ever done in television.
South Park is an animated show that comes together in six days. That is a real timeline. Episodes are not available beforehand; they are written, produced, and voiced within a week. That means in promoting them, we hardly ever knew what they were going to be about, who they were going to offend, or if they would even be ready in time (to date, they have only missed one air date). South Park episodes are also written by Matt and Trey, directed by Matt and Trey, voiced by Matt and Trey, have all art production supervised by Matt and Trey... essentially, Matt and Trey have an unprecedented level of creative control over the South Park brand. So as one might expect, they also have very demanding standards about their brand and over any promotion done for their show.
Furthermore, Matt and Trey have succeeded over multiple media in a way few other artists ever have. They have won multiple Emmys, Grammys, Tonys, and Oscars*. They have revolutionized video games with South Park: The Stick of Truth. They have over 40 million Facebook fans. And of course they have built a billion dollar brand. My job was to unite that brand with Comedy Central's, in a way that preserved the character of both brands.
The following spots are from some of the campaigns I did during those years.
*They actually lost the 1999 Oscar for best song when "Blame Canada" from South Park: Bigger Longer and Uncut was beaten by Phil Collins' "You'll be in my heart" from Disney's Tarzan. It was a travesty.