Disney and TLC continued their storied partnership with us (see: Brave, Monster’s University, Muppets Most Wanted) for their newest film, Maleficent.
This tentpole summer event needed something befitting of its blockbuster status, so we dug deep for an epic, mysterious take on the true story behind one of their most recognizable villains, leading TLC’s landscape into the magical Maleficent realm. This campaign had a little bit of everything – tight timeline, rolling waves of assets, custom graphics, :60s, :30s, :15s, :10s, :05s, and an IPM to give viewers on-going special looks into the movie all week leading up to the movie’s release… just in time for TLC Summer and a new slate of shows.
We also worked a bit of our magic around an additional variable – TLC was updating their ENTIRE network graphics package halfway through the campaign. With a wave of our wand, we delivered several versions of each spot, one with the previous package, and one with the new to make sure the process was easy and seamless for everyone involved. We wouldn’t want to get on Maleficent’s bad side.