Unbreakable Kimmy Schmidt
BRAND NEW YAY
In the Netflix comedy series “Unbreakable Kimmy Schmidt,” star Ellie Kemper’s character radiates relentless optimism in the heart of jaded New York City. So Canyon looked at the bright side, developing a 360 campaign delivering variations on a visual theme. With her bright clothes and pink umbrella standing out on a rainy NYC street, the irrepressible Kimmy splashes in the puddles, loving every moment.
RAIN, RAIN, COME & STAY
At an early stage in concepting and sketching, Canyon approached the campaign as an integrated whole. The result was a concept where all photographic and video assets could be acquired in a single shoot day. To make the idea work, there was just no faking it: we had to break out the rain machines on a studio backlot’s New York street, capturing stills for key art and a special-shoot video for our digital campaign.
MAKING A SPLASH
The shoot was only the beginning. With key art, video, digital, and social elements, the ambitious 360 campaign required numerous elements, including post work. Utilizing footage shot at 48 frames per second, roadblock units featured shifts into slow motion, emphasizing Kimmy’s rain puddle splash. Our digital team demonstrated their motion graphics skills in shareable and banner units, including post-enhancement of the “twinkle-toe” effect on Kimmy’s light-up sneakers. Our OOH campaign captured all of the video’s kinetic energy in a single image. The result was an integrated campaign that communicated across all platforms with all of Kimmy’s irresistible charm.