LIONSGATE+ · 2022
It Lives On.
Led brand and creative for a multi-territory launch, with activations in London and Mexico City.
The brief
A multi-territory launch joining the new brand, localized campaign films, outdoor and social creative, product and partner changeover, and two Art of Emotion activations.
Market-specific film, outdoor, digital and social campaign planning across the UK, Mexico, Brazil, Spain, Germany and France.
Positioning and identity carried through product, content branding, distribution partners and customer communications.
Two Art of Emotion activations: Mexico City and London, within the wider campaign.
Campaign & execution
The challenge
A new name for an existing service had to build recognition without losing its audience. Marketing, creative, product and distribution partners had to move together on a tight turn from the name decision to launch.
What I led
I led brand and creative across positioning, identity and architecture, campaign development, production and localized launch work. The direction had to work across languages, audiences and market expectations.
Working with adam&eveDDB, we developed “It Lives On” around the way entertainment makes us laugh or hold our breath. Campaign films and artwork connected those reactions to the programming, introducing the newly named LIONSGATE+.
The rollout
Localized films, artwork, social, outdoor and press introduced the new name. Product, distribution partners and customer communications carried the transition from STARZPLAY to LIONSGATE+ into the service itself.
The Art of Emotion brought that campaign into two live experiences, in Mexico City and London.
Campaign creative
The artwork paired programming with satire, drama and thrills, using the prism identity across the slate.
STARZPLAY → LIONSGATE+
The transition from STARZPLAY to LIONSGATE+ across the service, programming creative and partner communications.
On mobile. In social.
The brand changeover carried into the mobile service and programming-led social creative.
The Art of Emotion
With experiential partner Cartwheel&Co., we extended the campaign into exhibitions in London and Mexico City. Artists interpreted emotions inspired by the programming through installations and live art, giving visitors a way to experience the idea beyond the screen.
Art of Emotion activation results reported by Cartwheel&Co., November 2022, for London and Mexico City.
Mexico City
London
Created with LIONSGATE+ teams and launch partners. Campaign agency: adam&eveDDB. Brand identity: Loyalkaspar. Experiential partner: Cartwheel&Co. Launch film / UK execution.
BACK TO TOP
