Freeform’s “Project Runway” is a competition reality series where 12 fashion designers from different backgrounds compete for a chance to take their careers to the next level.
The 2025 season explodes with more glamour and ritz than ever before as beloved host and judge Heidi Klum returns after eight years away, alongside fan-favorite series regulars Nina Garcia and Law Roach. After two years away, the twenty-first year of TV's go-to series that's all about fabric, finesse, and finery on the catwalk brings a new batch of designers, more drama, and wild looks beyond imagination. The season’s mentor and guest judges add spice and drama to the mix, while engaging viewers eager for something new every week.
Freeform looked to excite viewers for the return of Heidi and the show's new home on Disney with a social video that would be dramatic and over-the-top. To catch fans' attention, Freeform went big for an out-of-home marketing stunt... Or so their clever videos made it seem!
Beautiful VFX brought a unique vision to life as it showed famous New York City buildings draped in shimmering gold cloth, a striking, dramatic image that married instantly recognizable skylines with the notorious flair of "Project Runway." The video teased the grand scale of the new season and aimed to draw in more viewers than ever before with such a mysterious ad.
The above-and-beyond look of the video ensured that viewer interest would be piqued, even for those unfamiliar with the series. The ambient, confident energy of the video teased all of the barely contained fun, drama, and energy that the returning series had waiting in store just around the corner.
Freeform created the video around the idea of partnering two grand things — the peerless New York City with the highly dramatic return of "Project Runway."
To that end, Freeform utilized realistic physics simulation in computer-generated graphics to portray a golden sash billowing between the mighty skyscrapers of the city. Believable wind, movement, and even soundscape all worked together to give a sense of awe and scale to the video, placing viewers right there on the streets. The sash itself represents an invisible winner's mantle for whoever manages to become the new season's winner, placing them among the monolithic icons of the Big Apple.
As the sash blows away, it reveals the real main event: the dramatic return of Heidi Klum to the show she helped launch. Sporting a similarly colored gold dress and towering over the city on a colossal ad, the ad shows that Heidi's return is a huge moment, and the new season is one that fans of "Project Runway" absolutely cannot miss.
Freeform’s faux “Project Runway” was a huge success. The dramatic, over-the-top video yielded over 10M total views.
