When launching one of television’s most respected game shows, the challenge isn't simply to attract an audience. It's to reinforce what makes the brand so extraordinary in the first place.

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Working closely with the Sony team, we helped develop, write, visualize and produce the launch campaign for the 43rd season of Jeopardy!, including the creation of its central tagline: “Knowledge Wins.”  The creative was born from a simple insight: Not everyone has the opportunity to travel the world, experience different cultures or explore everything life has to offer. But every night, Jeopardy! opens a window to that world, inviting viewers to discover something new, broaden their perspectives and feel connected to places, people and ideas beyond their everyday lives. It's more than a competition. It's a celebration of curiosity and the power of knowledge.

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For streaming, we took a decidedly more disruptive approach.  We wanted to break through the clutter of an increasingly crowded streaming landscape, starting with something instantly familiar: the streaming interface itself.

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Our concept begins inside a recognizable grid of entertainment options before suddenly breaking the fourth wall, or in this case, the TV glass. By placing Ken Jennings directly within the interface and then bringing him into the viewer's living room, we created a playful, unexpected visual that makes one thing unmistakably clear: Jeopardy! belongs alongside today's biggest streaming entertainment.

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The campaign positions Jeopardy! not simply as a beloved television institution, but as a fresh, daily updated, world-class competition that's available whenever audiences are ready to play along.