Role - Executive Producer

Objective - Build the audience of an established show. Weave messaging and symbology into the season story that reflects Crunchyroll’s brand guidelines.

Creative Strategy - Since we had already proven that the concept was something that people really appreciated, we wanted to use Season 2 as an opportunity to tell a serialized story with the overlying motif “Anime is for Everybody.” This is sentiment that bleeds into all of the brand work we do on the Crunchyroll side, so we wanted to test and see if a broader audience would react positively to it.

The second season ended up being a huge success and actually wound up being the first ever Crunchyroll Original series.