Canyon Takes Over the Beverly Center with TBS Launch of Comedy "Ground Floor"

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Shoppers at the Beverly Center encounter an uplifting message as they discover the campaign that Canyon Design Group developed for the new TBS comedy series Ground Floor. Canyon designed site-specific art, transforming the Beverly Center's distinctive elevator risers into bright, inviting graphics introducing the cast of the all-new comedy series.

Ground Floor Takeover

Ground Floor, TBS

Canyon Design Group designed site-specific art, transforming the Beverly Center's distinctive elevator risers.

This Monday, shoppers at the Beverly Center encounter an uplifting message as they discover the campaign that Canyon Design Group developed for the new TBS comedy series Ground Floor. The campaign cleverly builds on the series' visual motif of an elevator that connects two very different worlds in a corporate office building. Canyon Design Group designed site-specific art, transforming the Beverly Center's distinctive elevator risers into bright, inviting graphics introducing the cast of the all-new comedy series.

To announce the series launch, TBS reached out to Canyon Design Group, an innovative advertising firm that had previously developed successful campaigns for other key properties from the Turner Broadcasting System's family of channels. Known for their ability to craft ads with an emotional connection, Canyon Design Group provided the characteristically offbeat key art for the successful series launch of Conan on TBS. The agency's work also promoted events such as the TCM Classic Films Festival, the third season of the TNT series Franklin & Bash, and the fourth season re-launch of Cougar Town, celebrating the series' arrival at its new home on TBS.

Tasked with creating a unique OOH campaign for the iconic Los Angeles shopping destination the Beverly Center, Canyon Design Group soon realized that they faced unusual challenges. The space didn't permit the use of the existing key art for Ground Floor, which had been designed horizontally. Taking a cue from the vertical structure of the elevator risers, Canyon Design Group playfully incorporated graphic up-and-down arrows, suggesting giant elevator buttons that framed the cast and delivered a high-impact comedy read. Canyon Design Group then punched up the imagery with the bright, colorful brand palette associated with TBS, enlivening the space and catching eyes.

From the creator of Scrubs and Cougar Town, Ground Floor stars Skylar Astin (Pitch Perfect), Briga Heelan (Cougar Town) and John C. McGinley (Scrubs). Set in the world of corporate America, it focuses on the unlikely Romeo-and-Juliet attraction between a hot-shot banker who works in the penthouse of an office building and a beautiful woman who's employed by the maintenance department on the ground floor. The series premieres Thursday, Nov. 14 at 10 PM.

ABOUT CANYON DESIGN GROUP

Our goal at Canyon Design is to launch innovative, memorable, 360° campaigns that tap into the “emotional experience” of the audience. CEO Eileen Brown has used her nearly 30 years in the business to build a solid, one-of-a-kind presence in the Entertainment and Corporate Advertising industries. Canyon Design boasts an A-list, hand-picked creative team and serves a growing client base that includes all major networks, theatrical studios, retail, interior design and home entertainment. Simply, it is our passion for the process that empowers us artistically and strategically to bridge the gap between those who create culture and those who crave it.

REPRESENTED BY BE CREATIVE MANAGEMENT

BCM is dedicated to brilliant communications for entertainment, media, advertising, and consumer brands worldwide. Based in New York and Los Angeles, BCM represents top creative agencies that transform strategy into engagement.

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