TBS was looking for campaign ideas to get the attention of 18–34 year olds that love self-depreciation, irreverence, and irony.
They were interested in funny ways to bring their brand personality to life and drive social engagement. They asked us to consider how they could expand their reach and potentially execute an April Fool’s Day stunt.
People love to catch mistakes brands make and announce their discoveries on social platforms. I thought it would be fun to intentionally mismatch the photography of shows airing on TBS with logos belonging to different shows.
Additionally, online ads could have used stock images featuring models that vaguely resembled the cast of the respective shows. Preserving the stock image watermarks in the final artwork would have been optional.