NICKELODEON
The Astronauts
Social Media Campaign - Organic & Paid
Creative direction - Ed Sergi
Art direction - Ed Sergi
Motion Graphics & VFX - Ed Sergi & Nick D
Design - Ed Sergi & Paige E
Sound - Ed Sergi
The ask:
Create a social media campaign to promote Nickelodeon's newest & highest production value show to date, "The Astronauts," produced by Ron Howard.
Sustain fans week over week by providing premium creative content and creating opportunities for the story and characters to live outside of linear delivery.
The solve:
Create a video-forward, custom social media account to extend the show's universe online. Use TikTok as our primary platform to target our young audience while using auxiliary social platforms (IG & FB) to direct users towards the TikTok account. This may seem like a no-brainer now, but in early 2020, almost nobody (except for Gen Z) was paying attention to the platform that would soon take over the world.
Keep the creative fun, inviting, colorful, with a hint of polish, all while incorporating the aesthetic of TikTok's fresh GUI.
Create a first-of-its-kind TikTok video mosaic, utilizing TikTok's auto-boomerang profile view's native behavior for video thumbnails. Take the POV of MATILDA, the show's on-board AI system, who controls the ship. Maintain the show's air of mystery around MATILDA, is she really here to help?
The Astronauts Instagram Filter
Create a fully immersive AR experience via Instagram Filter. Allow users to scan themselves into the show where they can explore the interior of the space shuttle, which we've decked out with promotion messaging & tune-in details.
Paid Content
IG ad directing to our verified TikTok account
The Launch Stunt
TikTok Moving Mosaic
Instagram Filter
Paid Ads
Trade in your butt scooters for vespas! We're taking a Roamin' howliday from Venice to Sniffcily, with plenty of squeaky signores and treats to boot. Dig in, Tuscanines and Ciao Chows—it's time to express your canal glands!
This Totally Normal Dog Toy collection was released on April the Twentieth for absolutely no specific reason whatsoever
Organic Content
Character Introductions