Shortly after we wrapped the super fun design, production and delivery of our Man Crush Movie Week stunt toolkit, our friends at Freeform returned to Thornberg & Forester to debut their new, three-day weekend stunt, Boss Girls Weekend. We were asked to embrace a diverse collection of heroines from eight Freeform acquired movies, and to capture the fan’s perspective on what makes the featured stars so smoldering and swoon-worthy via a robust toolkit of branded elements. Deliverables included concept development, identity, on-air IDs, promo toolkit, talent interstitial toolkit, network insertions, integrated marketing and a host of social elements (many of which graduated to broadcast as well).
In addition to creating the Boss Girls Weekend wordmark, we took aim, like Katniss, and presented a healthy range of prospective treatments for the stunt. While each concept was unique in itself, the task was to capitalize on all things Boss. We looked through several lenses of inspiration from the boldness and immediacy of Barbara Kruger’s art to the grit, grunge and texture of punk rock culture.
“Rather than simply talking a big game about the collaborative process, T&F genuinely embraces the practice of a creative partnership. There’s an excitement our team has about working on a project with T&F because we know it will always yield something smart, kickass, fresh and fun.”
– Freeform
The winning look is prominent, bold and vivid. Drama is added with a dash of neon flare coupled with perfectly imperfect behavior. The eight films in the stunt range from dark and moody to upbeat and funny. We developed two sub-palettes of color to demarcate the programming blocks for each specific lot of films.
