SYFY reinforced its fan-focused positioning with a brand campaign celebrating Fan Creators – the community of artists, filmmakers, cosplayers and creators of all kinds who make original content inspired by their favorite IP.

The campaign playfully iterated off of SYFY’s hero branding: SYFY’s core tagline, “It’s A Fan Thing,” became “It’s A Fan Made Thing,” and we replaced our standard CTA language with “Find your fan thing” – a rallying cry for creators and non-creators alike. We also designed a “stamp” that identified all fan-created content across SYFY’s platforms.

The centerpiece of the initiative was a series of mini-docs I developed and produced spotlighting the growing movement, and a partnership with the online art community DeviantArt, where we engaged fans in reimagining the SYFY logo. These designs lived across the network’s platforms and took center stage in our OOH campaigns and experiential events at San Diego and New York comic cons. 

At San Diego Comic-Con, Xfinity sponsored the Fan Creator Awards — a platform (literally – it was on wheels) for awarding the best cosplay at the ‘Con, complete with a marching band that serenaded winners with genre theme songs.