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Creative · Video Editor · Director
40'' 'Documentary' Promo
With data attributing declining viewing figures to audience confusion around the show's format, the idea was to promote the final series by playfully tackling the issue head-on...
The idea was: this is not a reality show... they’re playing themselves.
Shared across on-air and social, the campaign resulted in a peak in viewing figures for episode 1
40''
'Crime Drama' Promo
He’s not playing detective...he’s playing himself
40'' 'Reality' Promo
This is no reality show... they're playing themselves
40'' 'Drama' Promo
She's not playing Eliza Doolittle... she's playing herself...
40'' 'Factual' Promo
He's not on a documentary series, he's playing himself
40'' 'Sitcom' Promo 1
They're not playing Del Boy or Trigger... they're playing themselves
40'' 'Sitcom' Promo 2
She's not David Brent... she's playing herself
40'' 'Sitcom' Promo 3
He’s not playing Basil Fawlty… he’s playing himself
20'' 'Refresh' Promo
Talent-led promo featuring all the special guest cameos from the final series, for viewer retention.
Key Art
I was keen to create a bolder and punchier key art image featuring Jon and Lucy holding up larger-than-life masks to bring the 'They’re Playing Themselves' concept to life across UI platforms
Nice way to break away from the usual ‘sofa’ imagery of previous series
Designer / Artworker: Mario Gambardella
Overnights:
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Launched strongly on Dave, drawing 209k viewers and a 1.74% share at 9pm.
It was the channel’s biggest show of the day. Top 15 non-terrestrial programmes overall.
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The episode held viewers across the hour, outperforming competitors on ITV2, ITV4, Quest and Sky News.
The launch was 13% up on Dave’s 52-week slot average, with a strong ABC1 profile (59%) and solid 16–34 appeal (17%).
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