E!’s first scripted television show The Royals
The Royals (E!, Lionsgate, Universal Cable Products) holds near and dear to my heart. It was the first account I worked on when I started at VaynerMedia. I’ve been the lone art director for each season (there are 4!), and I love watching the series grow.
In the beginning, we obviously didn’t have many fans on social media. We tackled each and every platform, including Snapchat, which was still a new social platform! (Before the lens! Before the geofilters!)
And before we knew it, we had a huge fanbase. We even opened it up to the fans to determine their fanbase name (spoiler alert: we landed on the Loyals). We started to “ship” the relationships in the show, and the fans LOVED it! Are you #TeamGemma or #TeamOphelia? Are you Team Jaspenor or Team Opheliam? The writer/producer of the show, Mark Schwahn, took notice of these trends within our social content and started writing it into the show, beginning in Season 2.
We also created a Snapchat series show the day after each episode. We called it The Royal Hangover. Our client, E!, loved it so much they decided to turn The Royal Hangover into an aftershow right after the episode (a la The Walking Dead’s The Talking Dead).
Creative Director: John McGill
Art Director: Kelli Upshur
Copywriters: Marisa Lynch, Jackie Ansell, Jessica Druck