Disciplines: Concept Development, Script Writing, Art Direction

Platforms: TV, Video On-Demand (VOD) & Social

TVC Launch

The Challenge

For Season 8 of Love Island, Reddit partnered with the show to become the official fan partner. While the platform is a household name, it faced a specific hurdle: young audiences (Gen Z) were aware of Reddit but weren’t actively using it. The challenge was to drive sign-ups by positioning Reddit as the ultimate destination for all the chat and gossip surrounding the show.

The Creative Idea

To bridge the gap, we brought the subreddit to life. By showing the platform through a user’s perspective, we demystified Reddit and highlighted its unique community features. We created a high-energy 20-second TV spot and a suite of social-first content that transformed digital threads into vibrant, animated conversations, making the platform feel accessible, fast-paced, and essential to the viewing experience.

The concept was designed to feel:

• Vibrant & Energetic: Utilizing bold motion graphics to mirror the high-octane atmosphere of the villa.
• Educational yet Authentic: Showing exactly how the community interacts in a way that felt like a natural extension of the show’s fandom.
• Seamlessly Integrated: Fusing Reddit’s brand guidelines with 3D assets to create a unified visual language across TV and social.

Social Campaign

Role

Working as the lead Creative, I helped bring this partnership to life across broadcast and digital. I focused on pushing the design further by using motion design to unify Reddit’s brand assets with 3D elements produced for the series 8 launch by animation studio Kitchen. I ensured the creative translated seamlessly across various aspect ratios for the ITV Hub and social channels, working closely with sound design and voiceover artist Sam Thompson to maintain high energy throughout the journey.

Impact

• Official Partnership: Successfully established Reddit as the "Official Fan Partner" for the UK’s biggest reality series.
• Cross-Platform Rollout: Delivered a consistent brand experience across a 20" TV spot, ITV Hub, and social channels.
• Cultural Connection: Positioned Reddit as a creative hub for Gen Z, successfully embedding the platform into the cultural zeitgeist of the summer.