Family Guy Fridays
Client — Freeform
Studio — Creative Mammals
Contributions — Animation, Toolkit
— Awards & Recognition
Silver - 2021 Promax Awards North America - Marketing Creativity: Syndicated Program Promo
The Motion Awards 2021 - TV / Streaming: Show Promo
The Daily Brief, Promax - Top Stories
— About The Project
Freeform officially launched Family Guy Fridays in January 2020 and asked Creative Mammals to give the weekly stunt a boost by creating a series of marketing promos as well as a broadcast toolkit for use by the in-house teams.
— Considerations
Family Guy, which first aired in 1999, is a long-standing and instantly recognizable franchise. For its pioneer journey into Freeform, we needed to find a way to re-imagine the show’s iconic characters in a way that was fresh and unique, but that would still be relatable to an existing fan base. We also had to strike a balance between upholding the identity of the show, and abstracting the characters to create a totally new visual narrative that would work within the Freeform brand.
— Our Approach
After presenting four distinct creative approaches, Freeform decided to include all four ideas in their rollout of Family Guy Fridays! For each of these promo spots, we created custom character looks that would be representative of their personalities. Using clever VO samples and some slightly bizarre, physics-bending animation, we created an unexpected and immersive experience straight out of Quahog. In addition to the promo edits, we made an extensive toolkit for each look, including title cards, interstitials, logo bugs, and more.
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Executive Creative Director — Robert Burroughs
Executive Producer — Brandy Drew
Designers — Ivan Miguel, Patrick Coleman, Jeff Gess
Animators — Jonathan Hunt, Bridget Herbert, Jeff Gess, Grant Harwell
Editors — Jeff Gess, Michael Kameron
Sound Design — Soundbyte