Roast of Justin Bieber
Campaign Overview
Justin Bieber’s days as a squeaky-clean pop star are dead. The new Bieber is all grown up and ready for action.
The Comedy Central Roast of Justin Bieber marked a pivotal transition in the star’s career when he was transitioning away from a teen idol to a pop heartthrob. With a dais of Roasters that included Hannibal Buress, Chris D'Elia, Snoop Dogg, Jeff Ross, Martha Stewart and Roast Master Kevin Hart, the Roast reintroduced Bieber to the world through comedy, poking fun at his new, sexy, bad boy image.
In my role as a freelance designer, I created the logo identity in collaboration with the Comedy Central’s Senior Motion Designer, and also served as an animator in the on-air and off-air creative.
Key Art
One-SheetTitle
Roast of Justin Bieber
Campaign
OOH, DOOH, and A/V
Release Date
February, 2015
Client
Comedy Central
Campaign Hooks
Teen Idol to Pop Heartthrob
Forget the mop top and teeny bopper anthems; the new Justin Bieber is a tatted up stuf-muffin of his former self. The Roast should reflect this hot new image in a funny and self-depreciating way.
Bad Boy LOLZ
Another day, another headline. Whether it’s fighting the paparazzi or egging his neighbors house, Justin Bieber is always in the news. Creative for the Roast should lean into these headline-facing stories, such as the egg-throwing incident, his love of tattoos, and his sexy Calvin Klein underwear ad.
Justin Bieber 2.0
Justin Bieber is owning up to his mistake and changing the narrative. The Roast should give him the opportunity to look back, laugh at himself, and reintroduce the world to the new Justin Bieber.
Trailer
Length
00:30, 00:60, 00:15
Release Date
February–March, 2015
Client
Comedy Central
On Platform
Digital
Character Art (Instagram Posts)Out-of-Home
Subway Two-Sheet (New York, NY)
Urban Panel (New York, NY)
Stage Design
Red Carpet
CREDITS:
Comedy Central Brand Creative
SVP, Brand Creative: Lu Chekowsky
Design:
Creative Director: Rolyn Barthelman
Art Director: Angelina Battista
Designer/Logo Designer: Brandon Lori
Motion:
VP, Motion Design: Chris Scarlata
Motion Designer: Kazuomi Iwai
A/V:
VP, Creative Director: Matt Silvestri
Director: Kathy Fusco
Co-Writer/Producer: Brian Ziskind
Editor: Mark Lipschutz
Production:
Producer: Belynda Gardner
Partners:
Photographer: Peter Yang
Motion Design Agency: BigStar
Client:
Comedy Central