The Challenge: All Stars — Marketing Campaign
The Challenge has been a hit for MTV since the millennium, and its fan base is incredibly dedicated. At the time of this show’s airing, there were up to 36 seasons, not including the spin-offs, and many of those fans had been watching from the beginning. To support the launch of Paramount+, a new spin-off was created exclusively for the platform, bringing back a truly legendary cast from decades ago. We were tasked with defining this new channel for the franchise, drumming up the mythical status of the cast’s return to the spotlight, and this season’s ancient Olympic theme set in the Andes mountains.
I led and managed the art side of this campaign alongside my motion partner and under our SVP’s leadership. With an increasingly small in-house team, we ended up managing a handful of vendors to develop this campaign. The first elements were developed in partnership with Adolescent, who created our show packaging and the 3d treatment for the logo. LA Associates teased out our top talent and developed the key art. And we teased out the complete list of cast names with art created by & Company. Carli Malec also designed our logo under my direction.
Company: MTV Brand Creative
SVP, Design: Thomas Berger
Creative Director: Casiel Kaplan
VP Motion Design: Timothy Livezey
Vendors:
Key Art & Teaser: LA Associates
Secondary Art: & Company
