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“Becomers” Take Center Stage at Upfronts

April 15, 2015

ABC Family revealed a shift in brand focus this week at their annual Upfronts presentation. As President Tom Ascheim described it, “we are renewing our focus on an especially vibrant and important part of the consuming public, whom we have named ‘Becomers,’ and are committing to this life stage rather than to a generation,“

The expansion and diversification of its original programming called for a realigning of brand and creative strategy. To capture this, ABC Family needed to look beyond traditional demographics, and instead focus on an entire life stage. “Traditionally, Becomers are in high school, college and the decade that follows and are navigating the wonderful, fun, exciting, and scary time in life when you experience the most firsts – first car, first apartment, first job, first love, first heartbreak – all the firsts that exists between who they are and who they want to become.”

In order to introduce this new positioning, we conceived and executed an extensive mondo shoot for the network to use in their upfronts presentation and beyond, as well as a fresh on-air look.

The network made a splash at Upfronts, and you can read more about the event here.

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