Paramount + Showtime Bundle: Creative Concepts

Tasked with promoting the Paramount and Showtime streaming bundle following the ViacomCBS merger, I explored creative approaches to highlight synergy between the two platforms. My initial concept featured clever compound word plays that appear like gibberish at first glance, but create an “ah-ha” moment for the viewer as a recognizable combination of properties from both networks. These were visually presented using split-screen framing devices, emphasizing the connection between the two brands. Ultimately, the campaign pivoted to a holiday-themed promotion featuring a blue Paramount mitten paired with a red Showtime mitten. This playful imagery symbolized unity and warmth, effectively aligning with the festive season. Interestingly, this concept was a reimagining of a similar campaign I executed while at The Economist, showcasing my ability to adapt proven creative ideas to new contexts.