When Paris Hilton and Nicole Richie reunite on the 20th anniversary of The Simple Life, they celebrate by writing and starring in a one-word opera: “Sanasa”. Those who are familiar with the unscripted series would pick up on the reference. This campaign had a 3 episode run, and although it was shortly lived it had a big marketing push behind it, following the successful Peacock Original Paris in Love.
It was available to stream on platform December 2024, which fell right around the release date of Wicked: Part I (which I was working on in tandem). Luckily during production, the unscripted team was able to swoop in and get a few one-liners from Oz himself. I worked closely with Art Machine (static), and Trailer Park (AV), to art direct motion for AV spots, cinemagraphs, OOH placements, and design/animate custom GFX for a spot airing during the Thanksgiving National Dog Show.
Skills Involved
Motion Graphic Design and Art Direction, OOH Art Direction
Agencies / Studios
Peacock Creative (Internal), Art Machine/Trailer Park, Purina National Dog Show, 11:11 Media
When
September – December 2024
Trailer + Spots
The hero spot was edited by Trailer Park and produced by the Peacock team. I worked closely with TP to bring end card to life, filled with glitz and glamour. We played with how the light hit the gold title from above, shimmering particles, as a red curtain revealed the tune-in messaging. It was important that it felt like a grand opera house.
Title
Opera Tease
Skills/Tools
Art Direction, OOH Editing
Summary
The Opera Tease was a custom shoot with talent. The track the opera singer performs was used consistently across the campaign (when audio was available). I had some fun Art Directing/Editing down this tease for :15 second OOH placements like LA Live (referenced below).
Title
“Wicked” Tease
Skills/Tools
After Effects, Art Direction
Summary
After working closely with Universal Pictures and the Wicked campaign as a whole, I provided art direction on the end card which showcases a “wickified” Paris & Nicole title treatment before promoting the theatrical release of Wicked, November 22nd. Pink and green was spread across the entire Peacock platform, well into March (when the film was available to stream).
Title
The National Dog Show – 2024
Tools
After Effects
Summary
Something to note across all assets, Paris contractually has her own colorist provide a final beauty pass before anything is delivered, including this spot. This was an internal edit that premiered during the Purina National Dog Show on Thanksgiving. In addition to creating the polaroid GFX of their dogs, I animated the lower third of talent in the opera house, adding a slight glimmer effect and light sweep that extended across the campaign.
Key Art
While I did not participate in the shoot and the overall design of the key-art, I was brought in to Art Direct the motion of the cinemagraph that was used across the majority of the campaign. As the curtain open, we found a middle ground that allowed us to illuminate the opera house in the background without affecting the likeness/contrast of the talent’s faces. These details were necessary to establish early on as several deliverables were fast approaching across the unscripted team.
HERO ART
CINEMAGRAPH
OUT OF HOME
New York – Times Square
OUT OF HOME
Times Square
The heavily rounded Outfront screen in New York City (with no audio), seemed to present a perfect opportunity to place Paris and Nicole in a rounded opera balcony, overlooking the crowd (which was one of the hero-art concepts). Unfortunately without a custom shoot, there wasn’t enough time to model/render out a 3D anamorphic design, with talent approval. Regardless, we found the opening and closing of the curtain was very impactful.
OUT OF HOME
Urban Panels
The Urban Panel boards support a :10 to :15 second digital placement (with no audio). When possible, I always lean towards using a previously established cinemagraph with messaging, over using footage. That way New Yorkers can take a quick glance and gather all the information.
OUT OF HOME
LA Live – Plaza
LA Live (or Peacock Plaza) is comprised of a wide variety of oddly shaped screens that are in various proximity from each other. While Art Machine/Trailer Park delivered the final cut, I edited together a concept that placed Paris and Nicole on all towers and the opera singer in the center of the plaza (where the audio was emitting from). Paris then uses her blow-horn to shout across the space and ask for her to sing “sanasa”.
This is essentially the direction we went with, including a few wide-shot cutaways. In addition to the fun interaction between screens, I really wanted to leverage the use of the curtains, wrapping around displays, revealing the title, art, and tune-in messaging.
OUT OF HOME
Chicago – Fado Irish Pub
While I did not directly help version out this placement, the board above Chicago’s Fado Irish Pub was a rare media buy for Peacock. Given that I once lived in Chicago, I was pleased to see how this piece complimented the campaign as a whole.
