everyone knows simon cowell can be a jackass. but he can also be very supportive when he believes in someone's talent. so what would it be like if he were like that with his fans? we worked with fox studios and simon cowell to promote a voting app for his new talent show "the x factor" on fox.
group creative director, mcgarrybowen, nyc
created dual personalities which fans could choose to follow. emojis of good/bad simon also downloadable to be used on social posts.