From Creative Mammals in Atlanta: “Walt Disney Television’s Freeform cable channel asked Creative Mammals to give their Family Guy Fridays a boost by creating a series of marketing promos as well as a broadcast toolkit for use by the in-house teams.
“Family Guy, which first aired in 1999, is a long-standing and instantly recognizable franchise. For its pioneer journey into Freeform, we needed to find a way to re-imagine the show’s iconic characters in a way that was fresh, and unique, but that would still be relatable to an existing fan base.
“We had to strike a balance between upholding the identity of the show, and abstracting the characters to create a totally new visual narrative that would work within the Freeform brand.
“After presenting four distinct creative approaches, Freeform decided to include all four in their rollout of Family Guy Fridays.
“Using clever VO samples and some slightly bizarre, physics-bending animation, we were able to create an unexpected, and immersive experience straight out of Quahog. Then to round out the edits, we used existing footage from the show, creating a full, comprehensive storyline for each concept.”
Client: Freeform
SVP, Marketing, Creative & Branding: Tricia Melton
VP, Creative, Branding & Design: Casey Brickner
Executive Creative Director, Marketing & Creative: Kesime Bernard
Director, On-Air Branding & Design: Alison Braman
Producer, On-Air Branding & Design: Jasmine Karamzadeh
Production: Creative Mammals
Executive Creative Director: Robert Burroughs
Sr Producer: Brandy Drew
Designers: Ivan Miguel, Patrick Coleman, Jeff Gess
Animators: Jonathan Hunt, Bridget Herbert, Jeff Gess, Grant Harwell
Editors: Jeff Gess, Michael Kameron
Sound Design: Soundbyte