The challenge was to launch the streaming service AMC+ with the promise of premium programming. AMC wanted to appeal not just to current AMC viewers but also to new fans. Our goal was to not just show what you would find on AMC+ but how that content can make you feel. Who better to pitch than legendary ad man Don Draper? The iconic “Carousel” scene from Mad Men was used to tell why AMC+ is a new product viewers need and not just another streaming service. “Success is related to standing out, not fitting in.”

The Discovery universe is very large and very deep. From delicious delicacies to desert discoveries, and from people saying Yes to the Dress or being Naked and Afraid, the creative team was tasked with uniting all the content with an entertaining piece to capture the hearts and wallets of a room full of advertisers. So, we created a seamless edit where the camera pulled, pushed, slid and tilted you from one place to another… which, with talent that is hard to wrangle and a tight turnaround was nothing short of a miracle (and there were perhaps a few tears). Each piece was written and rewritten, storyboarded, tightly choreographed, and combined 20 mini shots, executed across the globe with different crews and cut together existing footage. It was a dirty job…but someone had to do it!

CNN+ was a new streaming service commingling the news stories that people care about with a deeper connection to the way those stories were told from a trusted source. The goal was to launch this service, drafting off news equity CNN had built over 40+ years, but evolving to the modern way people consume media. Sadly, CNN+ was probably live for fewer hours than the hours the team worked on finding all the just-perfect past news clips for this promo, but the song is still great!