Celebrity Survivor Upfront
Client
ViacomCBS
Role
Sr. Director, Editorial
Agency
In-House
The challenge: Introduce advertisers to the hundreds of opportunities that lay within the combined ecosystem of the newly merged companies: Viacom and CBS.
The solution: Within a Celebrity Survivor: Casting Special segment, create a visual representation that makes it crystal clear to everyone watching just how much treasure there is in the new world.
Because the CBS executives were already scripting a Celebrity Survivor casting special, it was my job to integrate the full breadth and scope of the combined company’s offerings into their vision.
The copywriter on my team just happened to be a Survivor expert. Her in-depth knowledge of the show propelled us to craft a magical treasure map that made Jeff Probst proud. With clever copy, speed and a few easter eggs the map became an integral part of not only the segment, but the entire Upfront presentation.
Talent from across Viacom and CBS were given puzzle pieces of the map, similar to a real Survivor challenge, and instructed by Jeff Probst to put the puzzle together. I scripted a Survivor-esque voice-over for Jim Nantz to walk the cast through a motion graphics animation rendering of the map.
The Upfront guests were handsomely rewarded with their own map and Survivor buff as their executive gift. A real treasure!
