CBS
Partnered with CBS to explore strategies that increase live television viewership among younger audiences to tune-in to CBS to watch television programming when it airs on the network at its scheduled time (i.e., “live” and not streamed or viewed on demand) and increase CBS’ brand linkage through social media campaigns, overall social branding and more relevant/effective design concepts for online banners and assets across multiple platforms and formats.
Year
2022
Category
Social Campaigns, Social Branding, Animations
Role
Motion & Visual Designer
Overview &
Goals
The initiative focused on encouraging real-time engagement with CBS programming—getting viewers to tune in during scheduled air times rather than streaming on demand.
Our goal was to strengthen CBS’s brand relevance across digital platforms by designing a series of social media campaigns and upgrading multi-platform marketing assets.
Make CBS To be the most unifying media brand.
Research &
Strategy
Based on CBS’s existing audience data, our goal was to develop a fresh visual and social strategy that attracts younger, digitally native audiences (ages 18–34) who are currently underrepresented on linear platforms.
Audience Insights
The majority of CBS shows skew female across both social media and linear platforms.
SEAL Team, FBI, and United States of Al are exceptions, with slightly more male viewers on specific platforms (e.g., Facebook or Instagram).
Daytime shows (e.g., The Young and the Restless, The Bold and the Beautiful, The Talk) have the highest female audience concentration, consistent across social and TV.
Linear TV audiences are predominantly aged 55+, with every show having at least 60% of its audience in this demographic.
In contrast, social media audiences are more evenly spread, with 30–40% aged 18–34 or 35–54.
Alternative and late-night shows (like The Late Late Show) attract more younger viewers (under 24) on both social and linear.
Rethink Backplate Messaging
Previous Backplate Messaging
As part of our research, we analyzed CBS’s existing backplate messaging animations used to promote both returning series and new “freshman” shows. We found that the existing concept lacked consistency and energy — it wasn’t visually dynamic or targeted enough to engage younger audiences. To address this, we reimagined the messaging framework, developing new motion patterns and adaptable design templates tailored to different show genres. Our updated approach aimed to boost visibility and create a more modern, attention-grabbing promotional system across platforms.
Strategy & Planing
Tailored for Every Platform
Creating dynamic, platform-optimized campaign assets
Bringing Movement to the Brand
Introducing motion-enhanced content and flexible design systems
Speaking the Language of Young Viewers
Leveraging content formats and styles that resonate with younger audiences
Our aim was to bridge the gap between CBS’s traditional linear audience and its growing—but untapped—potential across social media platforms.
Social
Videos
We developed three modular animation concepts — Unity, Chroma, and Rhythm — optimized for a 9x16 aspect ratio, with a focus on TikTok and Instagram Reels. These motion systems were designed to provide flexible attribution across a wide range of social video content, including trailers, promos, and edited show highlights.
The placement and behavior of attribution were carefully tailored to adapt to the format of each asset, ensuring brand visibility without disrupting storytelling or engagement.
01
Rhythm
For promo content, an energetic and flexible system has been created to harness the excitement of a show or take them behind the scenes with their favorite characters. Messaging cues are centrally located to focus the viewer’s attention taking full advantage of the six eye elements for added visual interest.
Bold vertical screen transitions use the entire landscape to bring attention to CBS Originals and creative messaging depending upon the content. The transitions are unexpected and the messaging will not go unnoticed.
The rich and vibrant colors of the Entertainment palette allow for endless opportunities to create a spectrum of colors to bring attention to organic, behind the scenes content.
02
Unity
The Unity animation takes full advantage of the vertical screen and pulls the audience into the EYECBS. The animation was developed with flexibility in mind. The animation always leads with CBS’s core logo colors of Cobalt Blue and Off-White and can be interchanged with the Entertainment color palette.
03
Chroma
The color wheel offers flexibility when working with the Entertainment color palette, and can be integrated with blasting and bouncing animations to showcase the energy of the brand.
