"Terrific Trucks" Launch Campaign

•

SPROUT | TERRIFIC TRUCKS

OVERVIEW

As a much anticipated Sprout original, 'Terrific Trucks' separates itself from other vehicle based kids' series by being live-action, instead of animation. And although the computer generated eyes of the Trucks are composited in post-production, the show remains primarily footage based. The marketing strategy for Terrific Trucks called for a campaign that was "big, loud and rugged," with particular emphasis on the trucks being 'real'. The result was a sensory campaign where I served as an off-air art director, designer, and animator, managing an additional in-house designer, and out-of-house vendors for out-of-home and events. Additionally, I oversaw the creation of the on-air campaign (out-of-house) to ensure campaign synergy and that the looks aligned aesthetically.

PROCESS

Steering the off-air creative, I created the look for out-of-home, social, digital, and print. One benchmark of my off-air contributions was the show key-art. Working with extremely limited assets, I was given a front, side, and 3/4 angle of each truck. In order to create a dynamic piece of key-art that was 'big, loud and rugged', I reconstructed the trucks using the provided assets and various other truck photography, then composited them into a sparse, dirt laden terrain.

ON-AIR | SOCIAL | DIGITAL | PREMIUMS

The campaign put Terrific Trucks on the map and made the premiere one of Sprout's strongest debuts to date. The print and out-of-home campaigns received buzz from several high profile Mommy and Daddy bloggers: a key demo for Sprout and Terrific Trucks, in particular.