Reimagined

Many a thousand heaps of artificial snow were sprayed on the Warner Brothers lot in Burbank for the most ambitious television event of the 2017 holiday season, A Christmas Story Live!

Hiring the most versatile talent with chops for Hollywood and Broadway comedy, they wanted an equally movable multi-platform campaign. FOX called in Brave New Media to write, produce and direct its digital campaign sponsored by Old Navy. Inspired by the 12 Days of Christmas carol, the team assembled to make 12 live spots featuring influencer Erin Robinson with the all star cast and creative minds behind A Christmas Story Live! With twelve days and counting before such a live TV musical entailing extraordinary timing of scenes and choreography, including a 300 page script under revisions, the pressure was palpable, so we set out to make the spots a fun experience.

First Old Navy needed interactive trivia questions to engage the fans in the spirit of giving and fashion. Damian and Aaron then wrote jingles for Erin to bravely sing live as a Christmas carol introduction for the interviews that put the guests at ease, asking questions they hadn’t been asked a thousand times in the press circuit while mustering excitement for the show.

Erin Robinson has a very bright future, holding her own with some of the brightest minds in entertainment today. The 12 live spots garnered a Webby Award nomination and a Leg Lamp Award from Jane Krakowski.