Working on new IP is always exciting in it's own way, but the strategy nerd in me loves nothing more than working on a show with existing seasons in the book. Jumping onto the Bel-Air bandwagon for S3 was exactly that for me, as I got to use hard data and learnings from the first two seasons to build a bespoke positioning strategy that could bring back existing fans, while bringing new ones into the fold. This positioning strategy informed a 360 campaign including a cinema tease around the Bad Boys premiere, key art, a trailer, social, OOH and more.
