Science + Fiction: A Fusion Studio

Science + Fiction

Fusion Studio

Science + Fiction Welcome

Science + Fiction New York

Science + Fiction Los Angeles

Science + Fiction San Francisco

Science + Fiction is a fusion studio that combines the worlds of brands and content creators, helping each of them navigate their changing environments. Our decades of experience can help advertisers, agencies and distribution channels create the message, the medium and the methodology of the Branded Programming world.

Science + Fiction

About Science + Fiction

Science + Fiction combines the worlds of Marketing, Strategy and Entertainment Creation on behalf of Advertisers looking to better connect with their consumers and Distribution Platforms seeking to enhance the audience experience.

We are fluent in all types of established and emerging media and work in partnership with our clients to create marketing campaigns that successfully target specific demographic groups.

In a collective effort with the client team we will define what success looks like, how we achieve it, and what it will cost. Quality is built into the process.

Process Science + Fiction

S+F has created a four-step plan outlining our process for creating successful marketing campaigns:

Think Science + Fiction

+ Audit and assess internal and external
factors and information
+ Distinguish issues, information gaps
and scope of project
+ Create and recommend viable
solutions
+ Deliver creative and business
proposals (with recommendations)
+ Deliver creative and business return
on investment (ROI) assessment
+ Determination of outward facing sales
cycle (i.e.: timing of sales for television
series to broadcast/cable marketplace)

Create Science + Fiction

+ Detailed tactical plan with concept
art and approved scripts and
outlines
+ User guidelines - minimum
connection speeds, ideal
distribution platform etc
+ Determine additional distribution
platforms, if any so content is
created appropriately
+ Migrate blueprint into production
plan

Produce Science + Fiction

+ Pre-production (build and
configure hard/software
components)
+ Production (build, shoot, edit,
test and integrate)
+ Post-production (test and
prepare final product for
launch)

Launch Science + Fiction

+ Deploy, update and measure
product and market reaction
+ Learn, evolve and re-launch

Team Science + Fiction

KEVIN TOWNSEN Science + Fiction
Managing Partner
kevin@scienceandfiction.com

Kevin Townsend is a 25-year veteran of the Entertainment and Marketing industries. In 2002 he founded Science + Fiction and has been one of the pioneering evangelists in the Branded Programming industry for over a decade. Science + Fiction has become the leader in the branded programming world, producing the smash hits “The Rookie” (based on the hit Fox TV show “24”) and “In The Motherhood”, one of the most watched Online programs in 2008, among other shows. Science + Fiction’s ability to unite the entertainment and marketing industries at the core of their respective strengths, creative development, has made S+F the go-to studio for advertisers and distribution channels to enter the branded programming space.

He is a former member of George Lucas's management team at Industrial Light + Magic and ILM's parent company, Lucas Digital where he helped grow the marketing & commercial division into one of the most prolific production companies in the world. A multiple Clio, MTV Music, AICP/Moma, Cannes Lion, One Show, Belding, ADC, and Emmy nominee/winner, he has been associated with some of the most successful entertainment/advertising/brand building exercises in recent memory.

JACK KELLY Science + Fiction
Head of Production
jack@scienceandfiction.com

Jack has been with Science + Fiction since 2005, but his production career started back in 1987. In addition to extensive commercial production and feature visual effects experience Jack produced one of the first branded feature films ever and has been on the cutting edge of branded entertainment since before they knew what to call it. Jack holds an M.A. from San Francisco State University, is a member of the Director’s Guild of America and currently lives in Southern California with his wife and two kids...

CHARLIE HERZOG Science + Fiction
Executive VP, Client Relationships
charlie@scienceandfiction.com

Charlie has been with Science + Fiction for just over 2 years. Before that he spent 22-years at big New York ad agencies, including 12 years at Grey Worldwide where he was a Senior VP, Account Management. He has worked on every type of consumer business over the years, with major marketers like Procter & Gamble, 3M, SmithKline Beecham and Bridgestone/ Firestone. He has also worked with retail clients Kmart and Ethan Allen, as well as with smaller organizations such as the Prestone Products Corporation and Pinnacle foods.

CHERYLL STONE Science + Fiction
Finance Manager
cstone@scienceandfiction.com

Over her 30 years in entertainment finance Cheryll has participated in virtually every aspect of the business: from running her own management firm to feature and commercial production and many other wild and wonderful entrepreneurial adventures. Her unique combination of financial expertise and hands-on production experience make her an invaluable member of the team.

Cheryll holds a B.A. in accounting from California State University.

CREATIVE ROUNDTABLE Science + Fiction

The strength of Science + Fiction’s relationships with both the Hollywood and Madison Avenue creative community is what sets S+F apart from the rest of the players in the Branded Programming world. The Creative Round Table gives talented individuals from both worlds the opportunity to create and produce in this new medium within the safe confines of the Science + Fiction community.

Screen Writers, Designers, Graphic Novelists, Creative Directors, and Artists of all types as well as a whole host of others make up what we call The Creative Roundtable. This virtual community is allowed to exercise their creative prerogative against real projects with real budgets in an effort to further marry the worlds of Marketing and Entertainment under the stewardship of the in-house S+F team.

Work Science + Fiction

Program: Into the Motherhood:
Season II
Client: Sauve & Sprint

Science + Fiction

The second season of “In the Motherhood” added Jenny McCarthy to the existing cast, and viewers were certainly ready for more! The series had over 25 million online views and was picked up by ABC as a mid-season 2008 broadcast series. As important, internal research at Unilever and Sprint indicated “the media value of the program far exceeded what we spent on it.” (Piyush Jain, Suave Brand Manager)

Program: The Rookie: Season II
Client: Degree

Science + Fiction

Season Two of the Rookie went on air while “24” was on hiatus and was the only fix avid fans could find in early 2008. With a willing audience and the addition of VOD on Comcast and DirectTV elements to the media mix total views went through the roof to over 25 million, and Degree passed Old Spice in category share.

Program: Nightwash
Client: Dove

Science + Fiction

Science + Fiction married current stars Felicity Huffman and director Penny Marshall with the enduring appeal of the Brady, Munsters and Cleaver households in 3 four minute Webisodes that achieved 28MM viewings of the series. Web traffic to the Dove site increased over 300%, and the product launch exceeded sales goals by over 200%.

Program: Fearless
Client: Hummer

Science + Fiction

A reality series in service of the launch of the Hummer H3, “Fearless” was designed to take Hummer’s “go anywhere” brand message to younger consumers through a focus on outdoor/extreme sports. Launched in October 2008, the show was an immediate success and attracted over 3 million unique visitors in just 6 weeks, easily outpacing GM’s expectations.

Program: Skin Season
Client: Vaseline

Science + Fiction

Needing to drive awareness among Women 18 – 49 of the launch of Vaseline Aloe Fresh Skin Care, Science + Fiction produced three vignettes featuring Sarah Chalke (“Scrubs,” “How I Met Your Mother,” “Roseanne”). The comedic pieces were used as part of a massive awareness campaign behind the Lifetime mini-series “Maneater” also starring Ms. Chalke and underwritten by Vaseline. The campaign was a huge success with the target audience, as “Maneater” became Lifetime’s highest rated program during the Spring ‘09 season.

Program: Into the Motherhood:
Season I
Client: Sauve & Sprint

Science + Fiction

Sponsored by Sprint and Suave, “In the Motherhood” created an online community of moms who shared “horror” stories about something funny or embarrassing that happened to them as a mom. Science + Fiction took the best of these stories and turned them into comedy, starring Leah Remini and Chelsea Handler. The show was an instant hit, with over 3,000 idea submissions by moms and over 5.5 million views through MSN.

Program: The Rookie: Season 1
Client: Degree

Science + Fiction

Science and Fiction created parallel programming to the hit FOX series “24” that introduced rookie CTU agent Jason Blaine to the world. Using all the assets other than the cast that make “24” special, the show was an instant hit: 5.5 million views during the initial run of season one, and Degree’s sales went up 20%.

Program: Fairy Tales
Client: Caress

Science + Fiction

Caress launched their “Exotic Oil Infusions” line extension without the benefit of a traditional budget. Starring Kate Walsh and produced by Science + Fiction, the series of Modern Day fairy tales resonated with the female target audience; survey data showed top box scores for likeability, pass-along interest and purchase intent. Not only was the new product a success, but total brand sales were up double digits while the show was live.

Program: Fearless
Client: Hummer

Science + Fiction

Program: Fearless
Client: Hummer

Science + Fiction

Program: The Rookie: Season 1
Client: Degree

Science + Fiction

Program: Co-Pilot
Client: Red Bull

Science + Fiction

Building on Red Bull’s established strategy of using extreme sports to target younger male “influencers” (the coolest kid in the room), Science + Fiction created the “Co-Pilot” series that began running in 2004 at redbullcopilot.com. Featuring Downhill Skiing, Supermoto and Air Race, the interactive website increased site visits 38%, increased the time spent on the site dramatically and helped Red Bull exceed sales goals every year the program has run. Air Race has turned into a live event platform with worldwide appeal that continues to be one of Red Bull’s core programs through today.

Program: Fearless
Client: Hummer

Science + Fiction

Sizzle Reel

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Demo Reel

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Branded Content Reel

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Branded Programming Reel

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Contact Science + Fiction

info@scienceandfiction.com

p.310.319.2966
f.415.884.2306

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