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In the heart of football season, here’s something a little different: a sports campaign, sort of.
Philo is launching Film Study, a brand campaign that treats reality TV fans the way TV usually treats sports fans. If you haven’t come across Philo, it’s an entertainment-focused live TV streaming service with 70+ channels starting at $25 a month, and a non-sports streamer by design.
Instead, Philo is where the best of reality TV comes together, which is also the campaign’s tagline. The lineup includes Bravo (Real Housewives), TLC (90 Day Fiancé), MTV (Jersey Shore: Family Vacation), VH1 (Love & Hip Hop: The Final Chapter), OWN (Love & Marriage: Huntsville) and WE tv (Love After Lockup). Bravo, our subscribers’ most requested channel, joined last week. About half of Philo subscribers name reality as their favorite genre, and nearly 85% of Philo’s active subscribers watch reality TV on the service.
Credits
View on-
- Production Company ArtClass Content
- Director Daniel Russell
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Credits
View on- Production Company ArtClass Content
- Director Daniel Russell
- Editing Overture Studios
- Art Director Moni Rodriguez
- Lead Copywriter Khadeaja Caroll
- Executive Producer Kirsten Arongino
- Executive Producer Logan Scott Gilmore
- Head of Production Sparkle Jones
- Line Producer Janice Woods
- Production Designer Jerry Bland
- DP Tod Campbell
- Editor Lucas Lobe
- Executive Producer Brian Keegan
- Post Producer Heather Saunders
- Assistant Editor Dominique Machain
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Production Company ArtClass Content
- Director Daniel Russell
- Editing Overture Studios
- Art Director Moni Rodriguez
- Lead Copywriter Khadeaja Caroll
- Executive Producer Kirsten Arongino
- Executive Producer Logan Scott Gilmore
- Head of Production Sparkle Jones
- Line Producer Janice Woods
- Production Designer Jerry Bland
- DP Tod Campbell
- Editor Lucas Lobe
- Executive Producer Brian Keegan
- Post Producer Heather Saunders
- Assistant Editor Dominique Machain
The idea is that reality fans and sports fans have a lot in common. Reality fans watch live, rally around their franchises, debate every episode, find community in a thriving fandom ecosystem, and even run fantasy leagues. The spot leans into that with whip pans, broadcast chyrons and player-style intros, plus a wink at how much attention TV services usually give sports.
We thought it was important to spotlight women in the campaign, particularly with the callbacks to sports. Female audiences are often underrepresented in advertising, particularly sports-adjacent advertising, while driving by some estimates up to 85% of consumer purchases. We wanted to show that reality TV fandom, particularly a fandom so closely tied to female audiences, deserves the same kind of attention and credence as sports fandom.
It’s Philo’s biggest brand campaign to date. It runs through Q1 on CTV, linear, social, audio and display, with billboards in LA, New York and Chicago. Philo’s in-house creative studio came up with the concept, and ArtClass and director Daniel Russell brought it to life.
