The Problem We Solved
To launch the campaign for "The Long Way Up" starring Ewan McGregor and Charley Boorman, I led the ideation and production of disruptive social media content that teased the motorcycle travel series.
Knowing we needed to generate buzz ahead of the show premiere, we developed an always-on social strategy releasing "travelogue"-style clips of McGregor and Boorman's adventures leading up to each episode. This innovative instagram slideshow creative captured the spirit of the open road to organically build intrigue.
To make an even bigger splash for the premiere event, we conceived an idea tailored to grab some headlines by creating an 83-minute long trailer utilizing raw b-roll footage from the guys POV on the open road. This cinematic video content allowed fans to immerse themselves in extended scenes of the duo's journey through South and Central America.
With strategic social listening, we identified our core audience craved authentic, unfiltered content from the trip. Our breakthrough creative delivered by producing the longest trailer ever, enabling a streaming viewing experience and generating headlines.
Credits
Creative Director
Charlie Gschwend
If you've ever wanted to get inside Ewan McGregor's head (or, more accurately, atop his helmet), here's your chance. Apple TV+ has released nearly 90 minutes of POV footage from The Long Way Up, in which McGregor and his best buddy Charley Boorman ride electric motorcycles all the way from the bottom tip of South America to Los Angeles..
That's a whole lot of zen right there.
ANDY HUNSAKER
PrimeTimer
