Spike Full Contact TV

Problem
In the lead-up to a wide collection of new and returning series, Spike needed to reinforce its identity in a competitive broadcast landscape. The channel wanted to cut through with a bold, distinctive voice that reflected its no-nonsense approach to television while also honoring its unique heritage.

Approach
Working in partnership with Cape Rock in Amsterdam, we set out to define a campaign that could balance attitude with flexibility. We created the overarching line “Full Contact TV,” a phrase that carried the same intensity and directness as the channel itself, while referencing Spike’s history as one of the first broadcasters to showcase mixed martial arts.

Solution
From this foundation, we developed supporting lines tailored to the wide variety of new shows. The adaptable framework allowed each piece of communication to connect back to the master concept, giving Spike a unified voice across formats and platforms while remaining versatile enough to speak to different audiences.

Concept Development & Copywriting: Defined the campaign idea and wrote the master line “Full Contact TV,” plus modular support copy adaptable across genres and titles.

Cross-Channel Rollout & Toolkit: Delivered a modular asset toolkit optimized for broadcast, digital, social, and out-of-home, enabling local market adaptation while maintaining brand consistency.

Partner Collaboration & Production: Worked with Cape Rock (Amsterdam) and channel stakeholders to align strategy; supervised file prep, specifications, and QC across vendors.

Creative Direction & Visual System: Led art direction across typography, grid, color, and layout; developed key art and OOH templates that expressed Spike’s no-nonsense character.