American God - Season 2 UK Launch

The phenomenon that is American Gods returned with a highly anticipated second season and needed to launch into the UK with a bang.

Experiental Campaign

Europe & Americas

The Challenge: Tease and excite an International audience through social, TVC & WAC content.

Working closely with Somethin’ Else, Covert were engaged to launch American Gods Season 2, through the production of 8 introductory motion designed pieces detailing each of the key characters.

Solution: A 10 part Character Introduction Film Sequence.

The idea revolves around harnessing the flagship handset’s processing power and class-leading display technologies to create a one of a kind and beautifully sounding musical instrument. This instrument would produce an original and magical experience where strangers and loved ones would be drawn in to share a heartfelt and festive moment powered by a technological twist.

Re-introducing the Gods.

There were 2 key challenges to American Gods content strategy, excite a new audience to the show bringing in a fresh crowd and re-engaging the viewership of the previous Season. The Solution took the form of a 10 part delivery consisting of short animated sequences running through the background and narrative of each character.

A consistent theme ran across the entire campaign in which we see a narrator “Techboy” lead the viewer through a techno/infographic treatment as we fly from visuals of backstories to narrative milestone.


Shadow Moon


Mr World

Mad Sweeney

Laura Moon

Mr Nancy

Mr Wednesday

Global Rollout

A large amount of versioning was required for the international rollout, delivering all assets in over 10 languages and 4 platforms.

UK Launch TV Commercial & Social Campaign.

Off the intial traction & success of the 8 part video series Covert were re-engaged to deliver a series of VFX shots for the UK launch TV spot. Themed around the tag line “Your Gods Are Dead” the Commercial takes a tongue in cheek perspective via an infomercial style medium.


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