THE DETOUR: SEASON TWO

The Detour is a comedy series about parents, for parents—written by Jason Jones and Samantha Bee. The show follows a dumb but a kind-hearted husband/father, Nate, who takes his family on a 1,300 mile road trip to Florida. In a series of misguided decisions and misinterpretation of events, the family is always detouring from one place to the next. In season two, we learn about his wife, Robin, and the secrets of her past that he himself didn't know. Family, marriage, parenting are all fields we were looking into when we started to build the social frameworks for this show to ensure we make content that would resonate with real parents.

PRE-PREMIERE

Leading up to the premiere, we pushed out few different types of video content to remind people what they loved about season one, and snippets of what they're in for in season 2.

PRE-PREMIERE: V-DAY

Speeding up to the premiere, the TBS team had put together a fun box with Valentine's Day-themed novelty goods to surprise and delight their fans. Gifts included ranged from "Ring for a BJ" bells to, a box of chocolate, to a roll of toilet paper—it's a comedy show after all. 

Along with this Valentine's Day S&D, we created digital love coupons on Instagram Stories and FB Live, that fans can screenshot and send to their significant other. And we also created these fun candy-heart images with satirical messaging for fans to share.

PREMIERE NIGHT

We launched season two with Facebook Live stream called Green Room Games before the premiere event at The Paley Center for Media. We created three games that the cast could play together with fans participating remotely throughout the feed.

View video here.

We also created teasers of what's to come in season two.

IN-SEASON CONTENT

After each episode airs, we'd get together in the morning and go over all the discussions trending on Twitter. And from there we'll ideate and create content that mirrors what our fans would engage and respond to the most. We also created topicals based on holidays and trends. For instance, when Instagram pushed out a new pinch-to-zoom feature on their platform, we created an asset with tiny writing with jokes hidden inside.

RELATIONSHIP RULES

Marriage is hard, and even harder with kids—and these two barely have it together. We built content on various relationship rules that other parents and couples can relate to.

PARENTS ARE PEOPLE TOO

Parents are people too—capable of making irrational decisions, acting on impulse, and ignoring their own immature behaviors. Parents are not gods, or sages filled with decades of wisdom—they do their best, and sometimes kids make it sooooooooo difficult, we understand.

PRINCESS NINJA STARFISH

TBS wanted us to create a "music video" using a scene from an episode. We created fun little doodles and sing-a-long typographic animations, which the clients loved.

CREDITS

Agency: Vayner Media
Creative Director: John McGill
Art Director: Terry Lee
Copywriter: Tracey Schwartz