AMC - Life Imitates AMC
Life Imitates AMC
The Ask: Create an image campaign capitalizing on the equity of AMC’s most popular shows and the passion that audiences have for them.
The Solve: Working with AMC’s awesome creative team, we tapped into the internet’s immense trove of fan-generated content to demonstrate the network’s indelible impact on pop culture. We developed a powerful tag line, performed some editorial magic and bound it all together with a kick-ass tune. The result: an on-air image campaign that not only defines the brand, but creates a virtuous cycle of engagement as viewers are encouraged to upload their own fan art for future image spot consideration. The image campaign will run on AMC, AMC.COM and other AMC online outlets. In addition, we shot with individual fan artists, creating videos about their work and inspirations. This video content will also run on the network and online.
Life Imitates AMC - Dioramas - Fan Art Promo
Pancakes - Fan Art Promo
Behind The Scenes
New Image Spot calls attention to the massive pop culture impact of the network and its shows. Readers voted on their favorite Hot Spots.
Life Imitates AMC 2
The Ask: Following the success of their first fan-inspired campaign, AMC wanted to turn a corner from the shows that put them on the map and focus on their new shows that are quickly gaining loyal and enthusiastic followers.
The Solve: We scoured the Internet for fan art, tapping into the huge response from the 2015 campaign. What followed was a deep dive into the depths of the Internet, and the lengthy process of digging up contact information for artists all around the world, and getting permission to feature them in the spot. In total, we utilized over seven staff members to comb through Facebook, Twitter, Tumblr, Instagram, Etsy, Pinterest, and Deviantart. We reached out to 93 artists in a process that took about six and a half weeks. Working in close collaboration with the artists, we asked participants to film their own work and process. As their videos rolled in, we worked it all into a powerful editorial piece that features fan art inspired by nine different AMC shows.
Life Imitates AMC 2 - Image Spot
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Winner - Gold
Clio Key Art - Television/Streaming: Special Shoot Spot/Promo
Winner - Gold
PromaxBDA General Image Campaign
Winner - Silver
Hatch Award - TV National Campaign
Cablefax Faxie - Brand Image and Positioning Campaign
Cablefax Trailer Awards - Best Branded Network
We reviewed over 250 pieces of fan art, photos and other miscellaneous tributes that we found online. Of all these artists, there were only two fans that we were unable to track down.
One of our featured fans spent more than $3000 and 40 hours in the chair to have Breaking Bad's entire cast tattooed on his arms.