Anime's On. Dig In.
Funimation Seasonal Campaign
With pandemic panic still fresh in the air, Funimation’s Fall 2020 season twisted that shared sense of anxiety into the hopeful feeling of back-to-school excitement, positioning this season as something to get good anxious for. It’s a reminder that no matter what else is going on in the world, anime’s on—and it’s time to dig in.
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Thomas Roach
Art Direction, Graphic DesignOther Team Members
Coming Soon
Season Preview Livestream
Funimation's Lauren Moore takes fans through a sneak peek of what they can sink their teeth into during Fall 2020, whetting their appetite for hefty helping of new shows.
Opportunity
The coming of Fall generally represents a return to structure: students settle into a new year, Summer vacations wrap up, days start to cool down… people start to get into a groove.
Challenge
But in the Fall of 2020, all bets were off the table. Thanks to the COVID-19 pandemic, everyone was living on the edge of their seats at all times, with no idea of what to expect from a pandemic that had lingered far beyond their expectations. Our fans were no different; they shared this craving for comfort and order, and our task was to meet them where they were.
Strategy
Latching onto the common feeling of back-to-school excitement, we positioned this season as the stuff to get the good kind of anxious for—the limited edition Lunchable, a 64-count box of crayons, coolers full of fruit punch, sidewalk chalk at recess… it’s like the 4:00 PM anime block that never ends.
Results
Utilizing a series of lunchbox-inspired backgrounds, we kept things fresh as we packed a delicious assortment of titles for our fans into digestible categories and walked them through everything they could expect from newest season—a reminder that no matter what else is going on in the world, anime’s on, and it’s time to dig in.
Key Art EP
Set to our own version of Lofi Girl radio, Utomaru's artwork got anime fans grooving as the kickoff to a smooth season of that afterschool anime vibe.