Ahead of the launch of Sinclair Broadcast Group’s new free streaming app, Stirr, 2C Creative produced broadcast and social trailers to promote the new service, which offers viewers local and national news, sports and entertainment. The new service is launching more than 20 live linear national works, a new local channel called Stirr City and a library of video-on-demand titles.

“Having worked with [2C Creative Chief Creative Officer] Chris [Sloan] in the past on many launches, we turned to 2C with nothing more than a greenlit business plan, a logo and a vision and said ‘please make us a killer launch promo in half the amount of time you usually have,’” said Adam Ware, Stirr’s general manager, in a statement. “They jumped right in and got to work. The end result was perfect and Stirr was born.”

2C aimed to have the trailers capture the new service’s essence, building the kind of consumer awareness and excitement that translates into downloads of the new app. The agency’s challenge was to do this in a creative way that didn’t rely on any actual programming footage.

The team drew inspiration from the Stirr brand book, which provided a visual representation of the idea. Using a fully animated 2D approach, 2C focused on fun, eye-catching colors and energy, integrating bold call-to-action text with still cutouts of people, animals and iconic objects to humanize the service. The trailers work both with and without sound.

“As I see it, the challenge of creating a trailer without programming clips was actually a positive that allowed designer/animator Aaron Magee and me a wide-open creative ‘land of opportunities’ to explore,” said 2C writer/producer Cheryl King, also in a statement. “This was also a truly collaborative effort with the Stirr team, with which we enjoyed a fluid exchange throughout the project, from script to music to the final piece.”


Client: Stirr

General Manager: Adam Ware

Editor in Chief: Stacie Anthony

Agency: 2C Creative

Chief Creative Officer: Chris Sloan

General Manager, Senior Director of Operations: Nikki Coloma

Design Director: Luis Martinez

Executive Producer, Graphics: Bob Cobb

Writer/Producer: Cheryl King

Designer/Animator: Aaron Magee

Tags: 2c creative sinclair broadcast group stirr

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