Case Study

The Bad Guys


Use the lively fun characters and their mischievous, criminal tendencies to create a series of creative elements to cut through and stand out beyond typical animated marketing materials.

GIPHY Sticker SEts

To help support the trailer launch of Universal’s new Bad Guys franchise, Newhouse created two sets of animated stickers for Giphy (available for use on all platforms). We concepted, designed, and animated 10 total.

On initial launch, the stickers were some of the most successful in Universal history reaching download numbers in the tens of millions.

Spotify Hub

The team at Universal approached us to take their Bad Guys squad and make them Spotify-ready. Working with Universal’s music supervision department, we created a profile and graphics to accompany their super hip playlists on the app.

We then wrote and produced a graphics promo to get the word out, soundtracked by the classic Diddy track “Bad Boy For Life”.


If you were to let the Bad Guys loose on social media what would happen? They might just steal your promo and replace it with their own.

As part of a Symphony integration, we developed creative to run across various NBCU business unit’s social channels which featured creative from that business unit being “stolen” by The Bad Guys.

Brands such as Telemundo, Bravo, USA Network and others all featured network specific custom creative.