Thanks to NBC Universal Television, The Office has always been a comedic staple for the Peacock streaming service (understandably so). For example, each year Peacock introduces new “Superfan Episodes” with extended scenes and moments. In celebration of The Office 20th Anniversary, we put together an internal campaign that was seen primarily around 30 Rock and the NBC Universal Store located in the lobby.
While the Title Marketing team Art Directed the Static key art, I brought motion to this asset, which was then versioned out and repurposed by Art Machine. Some screens were seen in elevator banks, some in the cafeteria of 9C, and others around the 30 Rock lobby (which is public facing). Even though this wasn’t a traditional widely released campaign, Greg Daniels and his production company “Deedle-Dee Productions” had final sign-off on the creative.
Skills Involved
Motion Graphics Animation, Art Direction for Static and Motion Design (OOH), Versioning
Agencies / Studios
Peacock Creative (Internal), Art Machine/Trailer Park, Deedle-Dee Productions
When
March – April 2025
OUT OF HOME
30 Rock – NBC Store
The initial ask was just for this large screen behind the checkout desk at the NBC Store in 30 Rock. It runs on rotation of different creative from SNL, Jimmy Fallon, Kelly Clarkson, Seth Meyers, and various in-store products/offers. This was one of the first times we worked with the store to run title creative from Peacock. As a big Office fan, I animated this screen in its entirety using various still photography from the show and added flying paper/typography, which replicates some of the key art seen in previous seasons (such as Season 3 and Season 9).
OUT OF HOME
30 Rock Cafeteria
Because the animation was favorable, the team decided to repurpose it for 9C (the cafeteria on the 9th floor). On April 23rd, they offered “JIM’S BIG TUNA SANDWICH” in celebration of the 20th Anniversary.
OUT OF HOME
30 Rock Activations
The 20th Anniversary Celebration expanded to coffee shops, elevator banks, in-store verticals, cafeteria menu options, and more. Coffee cups had a sleeve that read “WORLD’S BEST BOSS” on the back and in-store signs that surrounded The Office swag mentioned “20 YEARS OF PRETZEL DAY”. As a big fan of The Office, it was exciting to see one in-store asset expand to so many places, and get creative approval from Greg Daniels himself.
