ROLE: CREATIVE DIRECTOR CLIENT: E! ENTERTAINMENT AGENCY: CO:COLLECTIVE

The ask: E! Live from the Red Carpet had an audience problem. The way we consumed media had changed, but the way we watched the Red Carpet hadn't. Viewers were older and younger ones weren't tuning in.

So we reintroduced the Red Carpet as a live second screen. Working with creators like @FuckJerry, Gigi Gorgeous, and iJustine, we threw live viewing parties on Facebook Live where their audiences watched the broadcast alongside people they already followed. The commentary was looser and funnier than anything on air, and it turned the night into memes in real time.

Three million online interactions, and the memes ran everywhere from Vogue to Popsugar.

Made with Ashton Rose.