It’s the breakup everyone dreams of being able to pull off but can rarely be done.
In the above brand sizzle and the below print ad—written by Richard Eng, VP, creative, Freeform—the network informs society, “it’s not me, it’s you,” and also, “you’re kind of a dick!”
The campaign was rolled out ahead of the second annual Freeform Summit, with the theme of “A Stage for Everyone.” Throughout the day, Freeform hosted a series of panel discussions focusing on authentic storytelling, inclusion and representation—all themes that anchor the network’s original series, such as Sirens, Pretty Little Liars: The Perfectionsts, Grown-ish and more.
“At Freeform, our programming is meant to inspire, empower and celebrate the possibility of youth culture—we are in service to an audience that is paving the way and fighting for a more inclusive tomorrow and we are so honored to be representing them on and off screen,” said Tom Ascheim, president, Freeform, in a statement.
![](https://oldbrief.promax.org/images/uploads/Freeform_NYT_Ad_V5.jpg)
CREDITS
Network: Freeform
SVP, Marketing, Creative & Branding: Tricia Melton
VP, Brand, Creative & Design: Richard Eng
VP, Production & Operations: Jeff Horton
Senior Manager, Short Form Production: Lisa Poncino
Director, On-Air Branding & Design: Alison Braman
Creative Director: Neil DuFine
Writer: Tracy Moore
Production Company: Make Brave
Partners: Chuck Carey and Robert Blatchford
Executive Creative Director: Curtis Doss
Director/Creative Director: Ben Hansford
Senior Strategist/Writer: Mika Saulitis
Producer: Eunice Kim
Senior Strategist: Mika Saulitis
Producer: Eunice Kim
Post and Finishing: Ultrabland
Post Producer: Sylvia Le-Austria
Editor: Benjamin Foreman
Mix: Tyler Swafford