A MOUNTAIN OF ENTERTAINMENT

In 2021, Viacom launched their streaming service Paramount+. But by that point, they were up against the likes of Netflix, Amazon, Apple TV and Disney+. They needed something more than the category-standard montage film to announce their arrival.

So we turned Paramount's iconic logo into a 30,000-foot mountain. And we united all their characters in an expedition to the top.  

Director: David Shane

A JOURNEY TO THE SUPER BOWL

The campaign unfolded over six films, each featuring a group of Paramount+ characters exploring a different side of the mountain.

We began at the AFC Championship, then rolled out more films over the two weeks leading up to the Super Bowl.

“SWEET VICTORY”

Four films ran during the Super Bowl itself, culminating in “Sweet Victory”. A film set on the peak – where Stephen Colbert, SpongeBob SquarePants, and Patrick Stewart all-too-coveniently explain the reason for climbing in the first place.

CAST TRAILER & CASE STUDY

SOCIAL TEASERS

5-SECOND SUPER BOWL SPOTS

In addition to our main films, we also managed to sneak Paramount Mountain into the live Super Bowl broadcast.

Throughout the game, we worked with the media team at CBS to superimpose our mountain into exterior shots of the stadium. Tony Romo and Jim Nantz, the game's announcers, provided color commentary about Tampa Bay's newest topographic feature.

RECOGNITION & CREDITS

Executive Creative Director: Scott Bell
Group Creative Director: Dan Kelly
Senior Art Director: Gonzalo Navarro
Senior Copywriter: Sean Buckhorn
Producers: Jeremy Fox, Hugh Copeland
Director: David Shane

5x One Show Shortlist  
3x One Show Merit