CMT / Gainesville [On-Air Campaign]


A new CMT Original Series, Gainesville plays on CMT’s uber-successful Party Down South franchise by highlighting the next phase of life as a group of seven young friends transition into adulthood. They band together to face a broad range of issues, including paying for college and moving out of their parents’ house. We were tasked with creating two spots to launch the series — one, thematic and emotional that highlights some of the larger issues explored throughout the series, and a second more traditional clip spot that allows the cast to essentially speak for themselves.

As a part of the larger campaign, we also created :15 Character IDs (see two posted below) taken from one-on-one interviews conducted with the cast in Gainesville, as well as several additional tune-in IDs, invites (etc.).




Additionally, a line from the original spot I wrote (“When friends become family”) was ultimately utilized as the official tagline and went out on most print ads.

CMT_GAINESVILLE_GOOGLE_2560x1440

Writer/Producer: Samantha Storey
VP, Creative: Peter Mannes
Project Manager: Sarah Walker
Video Editor: Dan Perry
Audio Editor: Mark Furnell
Motion GFX: Stacey “Eli” Hargrove, Ryan Rowland, David Bennett, Rosemary Radford
Print GFX: Daniel Brown, Alicia Bequette
VO: Chelsea Didier (Abrams Artists Agency)
Music: Audio Music Network – “The Chalice” and “Summer Meadows”

 

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