American Dad S18

American Dad S18

After 17 incredible seasons, we set out to make Season 18 of American Dad as unique as the Smith family itself. Utilizing an in-world perspective, we brought our best Roger to life on our social channels–the fan favorite space alien who is sarcastic, crude, hilarious, and dresses up in a variety of personas. Through his personality, we consistently showcased the laugh-out-loud vulgar jokes and crazy one-liners that never seem to get old. Throughout the campaign, we executed engaging premiere social activations, AR filters, and seamlessly integrated elements that aligned with today’s culture and trends into our content keeping our fans engaged and excited all season long.

To create excitement for the Season 18 Fall premiere following a brief hiatus, we had the character Francine “hack” our Instagram. While the American Dad account typically operates from Roger’s perspective, we decided to shift the spotlight to Francine, capitalizing on the recent love for her character. This stunt served as a catalyst to ignite conversations around the upcoming episodes. By refreshing our feeds, updating bios, and sharing custom creative as if Francine was posting, we invited our fans into the heart of the family drama, breaking the fifth wall. We tapped into trends and conversations that resonate with moms like Francine on social, creating engaging content including duets on TikTok with back-to-school moms to add a lighthearted touch to navigating the challenges of parenting. This took the activation even further across social platforms leading to more engagement and conversation. 

From back-to-school excitement to Thanksgiving, Halloween, and Christmas festivities, we seized every opportunity to connect with our audience in engaging social discourse. We created a diverse array of content, ranging from custom Reels to hilarious tweets to showcase the beloved characters and guest stars. Overall, from significant social milestones to daily doses of engaging creative content, Season 18 was full of everything our fans loved.

The numbers speak for themselves, showcasing a remarkable 655% increase in audience engagement across platforms, as well as a substantial rise in both video views (36.4M a 77% y/y growth)  and impressions (84.5M a +1.7 y/y growth) . All the more impressive, this achievement comes after a successful run of 18 seasons! This campaign is currently nominated for a Shorty award.

Role: Art Direction and Motion Design