A&E - LOOK CLOSER

Repositioning America's reality TV channel for its post-Duck Dynasty era.

To do justice to the art form of some of America's bravest factual storytellers, we created Look Closer: a new positioning taking audiences right to the heart of the extraordinary lives of everyday people.

As well as writing the brand manifesto for the channel’s new ethos, I crafted print and out of home to set the direction for A&E’s in-house creative department.

I was also part of the team that devised the channel’s first brand-led bumpers, marking a shift in their interstitial approach from disrupting one show to sell the next, to advocating for their storytelling approach.

Print and OOH:

Brand idents:

‘Look Closer’ manifesto film:

Role: Creative, copywriter

Creative director: Al McCuish

Director: Oscar Cariss

Art director: Simon Holmes