THE 2019 E! PEOPLE’S CHOICE AWARDS
ASSOCIATE CREATIVE DIRECTOR & MOTION DESIGNER/EDITOR
2/19 - 11/19
THE CHALLENGE:
After a stark decline in viewership with the 2018 telecast, E! tasked my team and I with creating a campaign to drive awareness, voting, and tune-in for the annual People’s Choice Awards.
THE SOLUTION:
With a slew of pre-planned, real-time, and live content, the telecast was up 41% among total viewers and 12% among P18–49 in 2019. This double digit growth marked the biggest Awards Show gain of the year across all of television. Additionally, the PCAs garnered an increase in social and digital engagement up 33% with over 1 Billion votes cast, 80.8MM social mentions, 242MM social impressions, 47MM video views, and 3.5MM social engagements.
Press: Deadline
SNAPCHAT AR
Leading into the night of the show, E! would launch
a string of pop-up events where fans could interact in various pop culture-skinned carnival games. In doing so, they tasked my team and me to make these events more shareable on social. So, working with Snapchat, I concepted and created a shareable lens and AR filter that would activate at each pop up.
THE LENS
Pastel colored #FestivalHair was having a major moment, so we created a Snap lens with PCA- colored gradient hair colors and branded sunglasses to give fans a red carpet-worthy glow
up they’d be dying to show off to their friends.
HALL OF MIRRORS AR FILTER
With any activation, fans are always looking for the perfect shareable moment. Leaning into the carnival/festival theme of the pop up, we adopted the traditional mirrored carnival attraction and gave it a PCAs makeover by upping the glam.
At the event, fans could use the Snapchat Standee to bring the PCAs branding to life, creating a kaleidoscopic portal of neon geometric shapes that animate toward the camera. In addition to the graphics, fans were able to play with interactive elements like floating clouds of cotton candy, neon shafts of light, and an interactive catwalk.
