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 drama than ever before as beloved host and judge Heidi Klum returns, alongside fan-favorite series regulars Christian Siriano, Nina Garcia and newcomer 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 judges, mentors and guest stars add spice and drama to the mix, while engaging viewers eager for something new every week.
Freeform looked to excite "Project Runway" fans and everyone interested in the world of fashion with a promotional campaign highlighting the return of Heidi and the phenomenal judges and guests appearing on the series. The campaign highlighted each one's unique approaches to design and personalities. Social content featured judges sharing their personal, unfiltered takes on their passion, signature looks, and their own “runway walk," which helped illustrate to eager fans all of the fashion fun that the return of "Project Runway" was set to bring.
Freeform surmounted the daunting challenge of staying true to the core elements of the show's identity by focusing on close interactions with series fans to ensure a commitment to the integrity of the work. New fans found a warm welcome to the series that honored the interest and passion of veteran show-lovers. The fresh take on classic content ensured that both audiences would find something to enjoy.
With its social campaign, Freeform chose to lock in on the demographic that has long supported the series: fans of designers, reality drama, high fashion, and beautifully rendered representations of artistic vision given form in cloth and fabric. This approach also welcomed new fans to the series with a modern approach to presentation, editing, humor, and new judges.
Freeform created social media videos that each combined upbeat, energetic displays of runway antics with the fun and light humor of the show, its hosts, and its guest judges. The campaign highlighted the monumental return of Heidi Klum and the fun energy she brings to the runway, giving viewers a sense of what's new for the series alongside returning judges Nina Garcia and Law Roach. Video segments also leveraged the individuality of the judges and highlighted mentor (and Season 4 winner) Christian Siriano to give a sense of the personality, wit, and drama that fans will find in “Project Runway” Season 21.
Freeform’s “Project Runway” talent campaign effectively engaged the core demographic: existing “Project Runway” fans and those passionate about fashion. The campaign garnered a total of 6,080,205 views and 242,533 engagements.
