The idea was simple and strong: create a physical manifestation of fan passion by staging an epic house party, where fans and the brands they love come together. We created an exciting, highly stylized atmosphere that brought our fans’ energy and excitement to life in a compelling way. It was important that the campaign reflect the ethos of our brands – authentic, inclusive, with a dash of humor and undeniable realness. Leaning heavily on video content, with supporting photography, the campaign is all about action and energy, reflecting the excitement that people have when they’re deeply engaged with entertainment they care about.

Shot over 5 days in three locations in NYC and LA, and featuring over 500 extras (including real superfans), the campaign was captured by music video director Hannah Lux Davis and renowned photographer Kareem Black, both of whom were selected based on their ability to capture emotion within a kinetic, exciting landscape. The team created distinct “rooms” for each brand and staged scenarios for the corresponding fan demographic and talent to interact. Talent included Trevor Noah, Josh Duhamel, musician Jidenna and more, along with appearances from favorites like SpongeBob SquarePants and the MTV Moonman. Nearly 500 pieces of custom creative were developed and strategically deployed, including print ads in trade publications, digital ads on sites partners frequent, outdoor placement around agencies and in locations along partners’ commutes (including Grand Central and Penn Stations) and in geo-targeted NYC taxi TV spots.

Phase One of the For All Fankind campaign has people clicking and talking. In the first two weeks of the campaign, fans.viacom.com received over 30,000 sessions.