animal control
Overview: Animal Control follows a group of local animal control employees whose lives are complicated by the fact that though animals may be simple, humans rarely are. The zany animals, the comical character interactions, and the wild workplace environment represent the core of what makes this show unique.
Medium: Social Campaign
Client: Fox
Role: Strategist & Copywriter
Strategy
The Insight
Workplace sitcoms never go out of fashion.
They take an often dull and monotonous aspect of life and make it fun. Sometimes - present company excluded, of course - our jobs can feel boring and uneventful. Rough days are common at work but coming home to shows like Brooklyn Nine-Nine, Parks and Recreation, and Animal Control illustrates that even the everyday can be entertaining.
The Audience: The Comedy Connoisseurs
Who they are: This group is social, assertive, and curious. They’re open to new ideas and enjoy exploring the unknown. They’re passionate about interests and while they wouldn’t consider themselves trendsetters, they’re quick to share their favorites with friends, family, and even strangers.
What they like: This group is comprised of entertainment enthusiasts, music fans, and animal lovers. Their Instagram feed is a healthy mix of friends, family, pet accounts, and celeb and industry news.
How we’ll reach them: We’ll catch their attention with the surprising and unique animal aspect of the show while keeping them coming back for the familiar, easy-to-watch format.
The Creative Approach
Let your wild side shine.
We’ll lean into what makes the show stand out against the sitcom landscape: the delightful combination of human hilarity and animal antics. The only thing crazier than the job is the characters doing it. Our creative content will make Animal Control feel like the wildest, wackiest, most watchable workplace around.
the work
While the full campaign was concepted by the entire writing team, the following concepts are my own.
ANMLDb: To tease upcoming episodes, we created an in-feed series of Instagram posts that introduce fans to the talented and fictitious animal actors of the show. Each post corresponds with the animal star in upcoming episodes.
See the full digital campaign here: