for fork’s sake…
what IS that?
21st Century Fox Ad Studio was launching a new season of 24 Hours to Hell and Back, the reality series where Gordon Ramsay revamps struggling restaurants while traveling across the country.
They wanted an interactive ad experience that matched the
show’s energy and gave fans a reason to engage early.
Fair warning! This could get nasty.
Challenge
Make an interactive ad that mimics the show. It needed to pull fans into the world of the series, channel Gordon Ramsay’s signature shock moments, and tie back to the season preview without feeling like a typical promo.
My Role
I led the art direction and helped shape all interactive visuals for the Gordon Ramsay interface. The project used video clips and screen-grabs to make a kitchen environment feel like a place to discover shocking culinary moments.
I collaborated with copy and development to make sure the experience stayed tight with the brand and worked smoothly on desktop.
ThE ReSulT
The Ad Studio team built an interactive kitchen experience where every discovery unlocked preview clips from the new season. The design leaned into show moments fans recognize: questionable chefs, hidden messes,
and shock reactions.
The experience drew attention from both fans and the stakeholders at FOX as a standout promotional piece. It helped position the show as engaging not just during the new season premiere but across its advertising too.
Art Direction:
Matt Gallo
Design:
San San Ng
Copy:
Brian Cullen
Production:
Aliza Olin
Development:
Chihwei Hsu