Remember live TV? Remember appointment viewing? Neither do I. But this campaign is proof that it existed.

The brief was to make Thursdays a thing around three new VH1 shows – like TGIF in the 90s. A tall order. But this ended up being one of my all-time favorite shoots. We convened in Los Angeles for a full week of production that included Nicole Ritchie’s dog and a spontaneous tattoo. The goal was a bright, poppy and polished campaign that incorporated VH1’s new plus-sign logo motif in both design and copy.