ABC – Marvels® Agents of S.H.I.E.L.D.

Season 5-6 Paid & Organic Social

Social Campaign Strategy • Creative Direction • Motion Design

After a thrilling season 5 finale for the team at S.H.I.E.L.D., ABC wanted to keep the fans engaged through the 9 month break between seasons. My team and I were enlisted to create a wide range of content to keep the shows social channels buzzing while the Agents got some much needed R&R. We broke out a robust content calendar and scoured 5 seasons of material to highlight the very best moments while mixing in custom content and some on set fun and games. I led the creative for this campaign, crafting ideas for each piece of content and overseeing design and production.

Visual Identity

It was important to differentiate our custom social content from the trailers and graphics designed for broadcast while taking into account the relative strengths of the various social platforms that ABC would be leveraging. I worked with my team to develop a toolkit of design elements to help position our content and create continuity through the long campaign.

Then, a month before the season 6 premiere we opted for a complete visual refresh to protect against content fatigue.

Working the Calendar

I worked with the teams producers to identify quirky Holidays, Cast birthdays and World events to build around, creating original content that leveraged fan-favorite moments and characters while feeling special and new. 

Beloved Characters

After five seasons, fans have formed deep emotional connections to the shows rich characters. We tapped into the most compelling story arcs and character traits to take fans back to those moments that got them invested in these agents from the beginning.

Highlighting Cool Tech

As you'd expect in the MCU, there are plenty of cool gadgets to get fans excited. This collection showcased the very best tech from the past five seasons.

For the super fans

Taking inspiration from legendary comic book artist and designer Jim Steranko, a series of iconic motion posters was created, celebrating some of our favorite S.H.I.E.L.D. agents.  A tip of the cap to the series comic book roots, these posters honored the past, present and future of ABC’s hit series. They even garnered the attention of Jim himself, who jumped in on twitter to offer some great backstory. 

Counting Down

As the Season 6 premiere approached, we amped up the intensity with a May supercut that served as the return announcement at WonderCon and some exciting sneak peaks as we closed in on premiere.

3D Facebook Posts

For such a tech forward show, we'd be remiss not to utilize the latest in social media technology. Watch for more of these 3D Facebook post to roll out as the season 6 progresses.

Credits:
Client: ABC
Agency: Project C
Creative Director: John Christiano
Assoc. Creative Director: Joey Barrus
Art Director: Alie Jackson
Motion: Joey Barrus, Alie Jackson, Connie Pico, Matt Lundstrom
3D Artist: Joey Barrus, Connie Pico
Designers: Jennifer Sneary, Ricky Valenzuela
Producers: Jennifer Christiano, Dino Vindeni