• by Staff Writers , September 5, 2008

Finalist - Creative

Fallon: Amy Sheil, media director; Adam Chorney, director of connection planning; Rocky Novak, AMD; Amber Paukner, media supervisor; Dave Annis, interactive producer. Sci Fi Channel: Adam Stotsky, senior vice president of marketing; Blake Callaway, vice president of marketing; Dana Ortiz, director of marketing; Mozhgan Setoodeh, manager of marketing. Spark IP: Laura Valentino, AMD. B-Reel: Eva Mautino, project manager.

Leave it to Sci Fi Channel to twist a children's story into a completely new adventure for adults. In promoting the re-imagining of L. Frank Baum's wonderful world, Fallon's team was faced with the challenge of intriguing viewers without offending the story's original fans. Fallon built a special Web site annex to the standard Tin Man microsite called "Infinite OZ." Visitors took a trip up the tornado and through nine different environments, each created by a different artist. To further promote the miniseries, Fallon created ads that appeared to split the walls in subway stations, knocking down bricks to reveal the new oz. The end result: More than 1 million people took the trip to Infinite oz and Tin Man debuted to the highest ratings of any show on ad-supported cable in more than two years, pulling in 18 million viewers.