CELEBRITY GAME FACE / CASH AT YOUR DOOR / CELEBRITY BEEF
Beginning in 2020, E! began experimenting with a variety of celebrity driven gameshows on the network designed to give viewers a glimpse at their favorite stars in an unconventional light. These shows included the Kevin Hart led Celebrity Game Face full of hijinks, the Jason Biggs hosted Cash at Your Door, and the irreverent friendly feuding Celebrity Beef hosted by Joel McHale. Though each show was unique, we created combo spots and a similar design language to entice viewers of one to want to check out the others and feel like part of a bigger brand play.
Campaign Collaborators: Ricky Barlis, Greg Brayton, Jonah Burns, Nick Chomicki, Kevin Craig, Kaci Dimas, Rob Edmond, Kelin Handville, Chris Ladegaard, Kevin Mazeski, Natalie Millier, Eve Penzer, Tony Perez, Annie Rakel, Vikki Sanchez, Whitney Shin, Latif Vanlowe
PROMOS
CELEBRITY GAME FACE: INFORMERCIAL
Always trying to find new ways to show off both the celebrities and whacky games, for the third season of Celebrity Game Face we went with an over-the-top infomercial spoof for one of our trailers, utilizing the nostalgic framing to show the contestants in a new light.
CASH AT YOUR DOOR: DING-DONG
This custom shoot spot sent a well intentioned Jason Biggs around an unsuspecting neighborhood with bags of cash. By focusing on his signature brand of awkward humor, we utilized the concept of neighborhood security cameras and peepholes to sell through the premise of the show.
CELEBRITY BEEF: MOST IMPORTANT SHOW EVER
Leaning into the absurdity of the premise, we go all in on the larger than life feuds with giant in-your-face graphics and Joel's equally in-your-face acerbic wit.
CELEBRITY GAME FACE: RULES
Keeping Kevin Hart front and center was a key strategy throughout the run of the show, and this shoot spot with him shows off his role as both master of ceremonies and arbitrary judge in his chaotic game show.
CASH AT YOUR DOOR: EXPLAINER
As a season one show, we needed a heavy lifting spot that showed off the premise, tone and humor of the game. These scripted liners paired with show footage was meant to give viewers a good sense of the hilarity and brain teasers they were in store for.
CELEBRITY BEEF: ULTIMATE FEUD FIGHT
Leaning into the silliness of the premise, this promo was to hype up the loose structure of the show and the chaos that is allowed to ensure because of it.
KEY ART
We wanted each show to feel unique and have an own-able color while feeling like they are part of the same E! family. With hosts front and center, each design screams big, celebrity fun.
SOCIAL
CELEBRITY BEEF SOCIAL SPOOFS
Acting as episodics, to promote who was going to be on each week we made social videos that spoofed the IP that the celebrity guests were known for in order to reach their fans, such as Real Housewives, The Bachelor, WWE and Curb Your Enthusiasm
Celebrity Beef: Social Spoof - Real Housewives
Celebrity Beef: Social Spoof - Bachelor
Celebrity Beef: Social Spoof - WWE
Celebrity Beef: Social Spoof - Curb
CELEBRITY GAME FACE - CELEBS OUT OF CONTEXT
A big reason to watch Celebrity Game Face was to see your favorite celebrities in wild situations they wouldn't normally be in, so for social platforms we leaned into the wackiness by creating attention grabbing "out of context" moments from the show that are gauranteed to be thumb stoppers for fans. It lived as swipeable Instagram stories as well as individual videos for all other platforms.
Instagram Card 1
Instagram Video
Instagram Card 3
CELEBRITY GAME FACE - POST EPISODE FOMO
Similar to the Celebrity Game Face out of context spots, instead of traditional recaps for Celebrity Beef, we wanted to make content tailored specifically for the social audience, adding an editorial spin and custom graphics/animation to some of the OMG moments of the show, with post copy pushing catch-up language.
TARGETED CREATIVE
In order to reach the most potential viewers, unique creative was made for a variety of placements that targeted specific audiences.
CASH AT YOUR DOOR: AMERICAN PIE MOVIE WRAPS
E! was running an American Pie movie marathon in the weeks leading up to Cash At Your Door, so we shot interstitial wraps with Jason Biggs to air during each of the three movies. One interstitial would open the movie, one would run in the middle and featured trivia like the show, and one out would close the movie. All pushed viewers to tune in to Cash At Your Door and featured Jason Biggs' signature humor.
CELEBRITY GAME FACE: SPOTIFY AD
A few audio only spots were created for Celebrity Game Face targeting fans of specific artists, leaning heavily on episodes featuring musicians. This one was placed in the breaks for fans of hip-hop and lead with some big, attention grabbing names
CELEBRITY BEEF: E! NEWS PARTNERSHIP
For Celebrity Beef, we partnered with E! News to publish some long form videos going deep into the intricacies of some of the beefs the show would be settling, along with one celebrating the return of Joel McHale to E!. Hosted by E!'s Erin Lin, this video was Housewives-centric and was published on Bravo's social handles as well as E! News with the accompanying article
EPISODICS
To highlight the guests each week, we always wanted to avoid being formulaic in our episodic promotion and lean into what makes the celebrities that are featured special. We got musical, we got silly - and we always spoke directly to the fanbases of the guests while selling the premise of the show to new potential viewers.
CGF - Rapper Episodic
Celebrity Beef - Bachelor Episodic
CGF - WWE Episodic
