The Brief

Introduce "Gary & Mike", a new TV comedy show on Paramount's UPN television network in the U.S. Design, co-write and produce a highly interactive broadband website that fully captures the look & feel – and tone –  of an irreverent/edgy claymation comedy aimed at a Simpsons/South Park-type audience.

My Role

Creative Director/Writer

Primary creative client contact. Personally conceived the overall concept/approach; wrote additional comedic text; co-designed an onboard Flash game ("Roadkill"); and guided the selection of all additional graphic, audio and video assets for use as viral promotion elements. Oversaw all aspects of the site development to launch, working directly with the show's producers and writers and my company's team of designers, developers and user experience architects.

The Outcome

Winner of the Advertising Design Club of Canada's "Best Broadband Website" award.

This project was a complete "home run" –  and one of my career favourites. The producers were thrilled and said the entire site felt like their own animators and comedy writers created it. The network was also reportedly very happy with the high number of sight visits and the high dissemination of viral assets by site visitors.

 

Gary & Mike