We took a fan-focused approach to the campaign launching Futurama on SYFY, with the goal of blurring the line between promotion and original content. In keeping with the network’s brand voice, our assets led with inside jokes and deep cuts from the series.

We also developed ideas with cross-platform scalability in mind. A YouTube video could be broken up as on-air wraps for a marathon programmed with the same episodes featured in the original video, and those pieces could serve as source material for social assets.