COMPANY
Amazon Prime Video
ROLE
Art Director
YEAR
2020
The Boys came back bigger, bolder, and even more f***ed up in its second season, so we devised an integrated marketing campaign diabolical enough to match.
As the Art Director on this campaign in collaboration with agencies BLT and Bond, I guided the creation of dynamic, chaotic key art that captured the twisted, wild energy of season 2, and character pieces that embodied the theme “Heroes aren’t born. They’re made.”
This campaign earned the team a Clio Entertainment Award, taking silver in the Integrated Campaign category for Television/Streaming.
To win the approval of the passionate, discerning comic book fanbase, we also developed a series of tease art pieces that gave a nod to original comic book covers. Laser baby—a favorite from season 1—also made a comeback in the early tease phase of the campaign.
Left: Original comic book art; Right: Reimagined version of the comic book cover
Left: Original comic book art; Right: Reimagined version of the comic book cover
I developed 8 additional versions of art for creative optimization testing on Prime Video to identify the highest performing creative trends and which characters and storylines resonated most with customers to help inform future creative development. Adding these new pieces to the set of key art and character pieces tallied up to a total of 22 unique versions of creative to promote the series through digital owned media.
We secured a weekly ad position at the top of the Amazon.com homepage, where we featured episode-specific creative each week to promote the release of a new episode every Friday. This series of ads was bookended by two bespoke animated pieces to support the launch and
finale of the season.
A weekly, dedicated carousel takeover above the fold on the Prime Video storefront also supported the episodic release through weekly creative refreshes across desktop, tablet, mobile,
and living room devices.
We broke new ground launching a first-of-its-kind custom detail page on Amazon.com, packed with character bios, special video content, and more to satiate fans' desire to dive deeper
into the world of The Boys.
In order to both cater to existing fans of the series and expand to new and broader target audience segments, we needed The Boys to be everywhere. The pandemic threw quite a wrench in our initial media plan, so we got creative with ways to reach customers through some fun partnerships.
Twitch takeover
Promotional Amazon Fresh delivery bag
Laser baby bar coaster
