Britain’s Next Top Model found a new home on Lifetime in 2016 and I was tasked with creating a standout campaign that started a buzz about the returning show. I developed the concept ‘Under New Management’ and executed an extensive, nation wide ATL campaign. I also directed and edited all the on air elements.
The key image we created was picked up by all the top publications, generating over £3.5 million in free press coverage. I also created a series of short online specific videos with the new judges that helped #NewBNTM trend at no.1 on the night of transmition. The series has gone on to become Lifetime’s highest rating show ever with an increase in average viewing up by 1167%.