First, we wanted to understand the deep metaphoric meaning of this season. Our analysis revealed the hottest period of the year is synonymous with growth, warmth, friendship, love, passion but also with discovery, adventure, and playfulness.
Then, we created a cheerful concept, which joyfully conveyed the uplifting mood of summer. Our scenario included the principal characters of the channel’s most popular series. Mini stories, accompanied with a bright melody, appear one after another and tell viewers that “Summer has arrived at FOX!”