E! house of Villains

E! Entertainment partnered with Compadre on the social and digital launch campaign for House of Villains, a reality series that gathered some of the most infamous villains from across the genre under one roof. The centerpiece of the rollout was a scripted PR announcement built around a FaceTime-style group call: the cast is told not to leak the premiere news, then proceeds to throw each other under the bus one by one, with real-time notifications revealing that every single one of them has already leaked. Custom graphics recreated the FaceTime interface with E! branding, and the cast filmed their own footage following a detailed direction guide. The announcement hit, earning a flood of "iconic" reactions in Instagram comments and press coverage.

The rare project where the concept, the cast, and the tone all lined up. Sometimes the pitch meeting is fun too, and this one was.