BRANDED ENTERTAINMENT

At Paramount I developed and piloted many branded entertainment series.

Each series integrates a brand’s features/benefits while remaining consistent with the voice of the network.

Linear

Home Court humorously integrates brands into the everyday lives of a group of neighbors. In this piece for Dairy Queen, an executive’s private lunchtime conversation gets accidentally broadcast throughout her office.

Life Without imagines what life would be like in a world without a certain product or service. For State Farm, we reinterpreted the “Like a good neighbor” jingle and their customer service benefit through a fictitious company.  These were highlighted by running brand spot adjacencies.

Kiddies brings the spontaneity of “Kids Say the Darnedest Things” to the mouths of kittens. We created a new, budget-minded, production process for this series. One long shoot day with our kittens created a “bank” of footage which we then pulled from to create our content. For each client, I directed an audio session with a group of kids focused on key brand benefits. For Lysol, germs were the topic of the day and boy, did those kids say the darnedest things.

Digital & Social

Play on.  This yearlong original content project is the latest in our partnership with Abercrombie Kids. They’re fully committed to causes around the globe that help improve the lives of kids.  Our goal was to integrate those causes into a careful balance of playful, yet meaningful content experiences. To achieve that goal and reach as many kids as possible, we did a nationwide casting of like-minded influencers. After many rounds of casting and a chemistry test, The Kind Crew was assembled.

In the first episode, hosted by Nickelodeon’s Lilly Kay, The Kind Crew is joined by Influencer Nicole Laeno. Their activity focuses on self-expression and the mental health mission of On Our Sleeves.

In episode two, they take the show on the road to Abercrombie’s play event at The Playground LA where self-expression remains the theme.  The #playitforward dance challenge encourages kids to learn a dance and show off their skills.

Each member of The Kind Crew then brought home the message to their family, friends and social network.

DIY With Me integrates a brand’s values or products into a practical, do-it-yourself tutorial on YouTube. Influencer Nicole Laeno leads the charge for Abercrombie Kids to complement their “Play is Life” messaging. Decked out in the latest from AK, she souped-up her bike with denim tassels and personalized her AK Jacket.

Spit it out, in true Nickelodeon style, challenges kids to make other kids laugh so hard they spit out a mouthful of water. Nicole does her best to hold it in this spot sponsored by AK.  Together with the DIY piece, we have over 800K views and earned a second year in the partnership with Abercrombie Kids.

The partnership included in-store appearances which Nicole promoted on her social handles: