Karin Rainey

The 13 Nights of Halloween tent-pole stunt had been running on ABC Family for 16 years; we needed a new campaign to represent the brand as it was evolving to Freeform.

Programming typically includes fan favorites like Hocus Pocus, The Addams Family, and Tim Burton’s Corpse Bride, but previous packages had been very kid-like. Aging up the stunt was very important. Humor would always be part of the event, but we did that by being quirky and unexpected, instead of cute. Careful use of bright colors against black along with smart use of textures and icons and blob-like animations created a package that was contemporary but still vibrant and exhilarating.

This look and style is a full network take-over from October 19-31, rebranding on every platform (on-air, print, digital), even extending to our network booth at New York Comic Con.