TROLLS: BAND TOGETHER

Client: Dreamworks

My Role: Copywriter

Work: Print Tagline Exploration

Produced at: Legion Creative

Overview: For the third installment in the Trolls franchise, Legion Creative’s print team was in the mix for some print exploration and they needed some copy for the artwork. I worked in tandem with Legion’s creative director to generate some copy worthy of a headline act.

Challenge: Coming up with copy simultaneously with in-progress artwork you haven’t seen yet is always tricky. However, Legion’s creative leads were cleverly proactive and came up with some basic themes to help steer the copy in a handful of different possible directions.

Approach: After screening an early, heavily-watermarked version of the film, I got to work and came up with taglines that fit within some thematic clusters: Boy Band references, Branch and his Bros, the girls Poppy and Viva, Family in general, and Evergreen stuff. Take a gander at some of my taglines that rose to the top.

Tagline Exploration

Rock and troll

Shake, rattle and troll

Fans love an encore

True troll models

Small but brighty

Just duet

Everybody… Trolls are back

It’s Gonna Be 2023

Backstreet Toys

Toyz II Men

The sequel hotter than 98 degrees

Not so in sync

One family, two directions

Hi Hi Hi

The sequel with no strings attached

Tearin’ up your heart in 2023

We want you back

Family — what makes you beautiful

Get in sync or hit the backstreet

Bros before shows

The best part of breaking up is getting back together

(Harmony) is all in the family

Family trees start with a Branch

(Harmony) runs in their blood

Family that plays together stays together

New trolls on the block

They need a band aid

Family ties

Shine bright like a diamond