Web, banners and social
INSP · Ultimate Cowboy Showdown
A dusty homepage takeover, banners and a season of social cut-downs for Ultimate Cowboy Showdown.
INSP, via STN Digital
INSP was premiering season 2 of Ultimate Cowboy Showdown. STN Digital brought CrispFX in to animate the web campaign, then to keep the show in people's feeds every week of the season.
The brief
Grab attention on INSP.com and across display ads, get people to tune in, and give fans something to watch and share after every episode.
The approach
A gritty, dusty treatment for a homepage takeover with tune-in messaging and a Learn More button. The static banners became animated HTML5, with contestants' faces rotating around host Trace Adkins.
Each week I cut the new episode into short social videos: the drama straight off the top, a contestant getting lost on a ride, the finale reveal and a winner montage. Every cut was captioned and delivered in widescreen, square and vertical, so it worked wherever fans were watching.
Code Makers and Breakers was a recurring segment on the cowboy code. Each one played out a rule, like "Never touch another man's horse", through the contestants' own words, with wanted-poster cards for who kept the code and who broke it.
What was delivered
- HTML5 homepage takeover, mobile and desktop
- Two HTML5 banners, 300x600 and 300x250
- Episodic social cut-downs across the season, 16:9, 1:1 and 9:16, with captions
- Code Makers and Breakers episodes, with animated title cards
- Episode GIFs
The homepage takeover, the banners, a few of the weekly social cut-downs and two Code Makers and Breakers episodes.
Animation and edit by Greg Stewart, CrispFX, for INSP via STN Digital.