Battle on the Beach is a tent-pole event for HGTV, so the challenge was to make it feel big, drive destination and appointment viewing while differentiating it from other, similar, programming on the network. We achieved this by launching the creative in two phases. The first was a custom shoot concept that featured the stars of Battle on the Beach and leaned into their banter and competitive relationships. Using the backdrop of the beach, thoughtful composition, framings and camera angles we were able to amp up an elevated feel.
Since HGTV can often be a place for a sit-back, aspiration viewing experience, it was important that second phase of this creative be driven by show content to play into the stakes, drama and edgier moments to prove to the audience that this show is destination viewing.