Society kinda sucks. All of the rules. The norms. Telling us everything we’re supposed to do or say or wear. Telling us who we’re supposed to love.
Freeform asked us to develop a :60 brand spot that’s a big F you - or FF you - to society. But what we ultimately delivered was a concept that transformed into a full brand campaign.
Our concept was a breakup letter to society, and we cast real people with real beefs to help us tell the story. Society, this is over. But don’t worry. It’s not us, it’s you.
We produced and directed a live-action shoot with 15 talent, each of whom shared their authentic stories and broke up with society in their own unique way. Tapping into the Summit’s “Unpageant” theme, we shot our talent on stage at the beautifully historic Palace Theater in downtown Los Angeles.
We also conducted a live-action shoot with talent, where they wrote down their personal breakups and declarations to society for all to see. This portraiture was used as environmental branding at the Freeform Summit, as well as for on-air, social, and digital content thereafter.
WE NEED TO TALK
To really put society on blast, Freeform ran a full-page ad in the NY Times, using our script as the foundation for their high-profile breakup letter.
Breaking up with society was only half the battle. We needed to give fans a path forward and let them know that now is the time to fully express yourself and Be Whoever The FF You Want. This messaging was the core theme of this year’s annual Freeform Summit.
Fans were definitely ready to break up with society. In the first week, the campaign racked up
• 300k+ video views
• 500k photo likes
• 3k+ comments
and inspired Freeform fans to post their own #breakupletter to society.