It’s the breakup everyone dreams of being able to pull off but can rarely be done.

In the above brand sizzle and the below print ad—written by Richard Eng, VP, creative, Freeform—the network informs society, “it’s not me, it’s you,” and also, “you’re kind of a dick!”

The campaign was rolled out ahead of the second annual Freeform Summit, with the theme of “A Stage for Everyone.” Throughout the day, Freeform hosted a series of panel discussions focusing on authentic storytelling, inclusion and representation—all themes that anchor the network’s original series, such as Sirens, Pretty Little Liars: The Perfectionsts, Grown-ish and more.

“At Freeform, our programming is meant to inspire, empower and celebrate the possibility of youth culture—we are in service to an audience that is paving the way and fighting for a more inclusive tomorrow and we are so honored to be representing them on and off screen,” said Tom Ascheim, president, Freeform, in a statement.


Network: Freeform

SVP, Marketing, Creative & Branding: Tricia Melton

VP, Brand, Creative & Design: Richard Eng

VP, Production & Operations: Jeff Horton

Senior Manager, Short Form Production: Lisa Poncino

Director, On-Air Branding & Design: Alison Braman

Creative Director: Neil DuFine

Writer: Tracy Moore

Production Company: Make Brave

Partners: Chuck Carey and Robert Blatchford

Executive Creative Director: Curtis Doss

Director/Creative Director: Ben Hansford

Senior Strategist/Writer: Mika Saulitis

Producer: Eunice Kim

Senior Strategist: Mika Saulitis

Producer: Eunice Kim

Post and Finishing: Ultrabland

Post Producer: Sylvia Le-Austria

Editor: Benjamin Foreman

Mix: Tyler Swafford

Tags: freeform hot spots

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