MEET
catfish
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In this campaign, our two-person creative team was challenged to sell the most significant show transformation since Catfish's origin - a show without Max. Because some fans were disappointed by Max's departure, we leaned into the excitement of new mystery co-hosts that remained secret until the week before each episode. 

Once I began working solo on the season's episodics, I used each week's promo to reveal the following week's mystery co-host. This execution allowed us to tap into the existing fanbases for our co-hosts while retaining the mystery and excitement built into the show. Because Catfish is a legacy show with a procedural format, I equally allocated time in the spots to announce the new co-host and promote the content of the episode.

MAX
MAX
00:30
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MAX

TEASE
00:10
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TEASE

EPISODIC
00:20
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EPISODIC

HERO
00:15
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HERO