Life Uncensored for Lionsgate+ by adam&eveDDB

Lionsgate+ encourages viewers to live life unapologetically

The provocative and humorous campaign from the Starz streaming service was created by adam&eveDDB


Lionsgate+, the streaming service from Starz has launched a provocative new brand campaign that aims to position itself as the destination for unapologetic adult escapism.

‘Life Uncensored’, created by creative agency adam&eveDDB, is an integrated 360-campaign spanning TV, immersive OOH, radio, digital and social media. At the heart of the campaign is a series of four films that illustrate how Lionsgate+ is so provocative it is the only place audiences can live censor-free.

The films star a range of protagonists in everyday scenarios, such as eating at a restaurant or shopping for new furniture, where they are confronted with a strong desire to act with unapologetic candour and action. We watch as they appear to censor themselves by exercising control and restraint. However, we also witness their inner desires - from the illicit to the explicit - play out on screen through some of Lionsgate+’s most uncensored and unforgettable moments from hit shows including 'Power Books IV: Force', 'Nacho', 'The Great' and 'Outlander'.

The films are supported by immersive out-of-home activations displaying scenes from Lionsgate+ shows. With key subtitled words in explicit scenes censored out, the audience is invited to use their imagination to fill in the blanks for what is taking place in the scene. 30-second radio ads tell audiences that Lionsgate+ is the home for explicit entertainment, whether it is sex, drugs, murder or perhaps just romance and scandal. A suite of bespoke social assets will also run across a TikTok and X takeover, in addition to content on Instagram, Facebook and YouTube.

Linnea Hemenez, senior vice president international marketing, Lionsgate+ said: “This new campaign is as provocative as it is bold and by being so shouts loud and clear the Lionsgate+ proposition in an already noisy, crowded market.”

Mark Shanley, creative director at adam&eveDDB, added: “Lionsgate+ is the streaming platform for adults. There’s no content for kids. It's bolder. More provocative. The partnership we’ve had with Lionsgate+ has allowed us all to use creative problem solving at its best to share this unique positioning. It's been a lot of fun. The resulting campaign is as explicitly entertaining as the shows and movies on Lionsgate+.”

The strapline for the campaign, ‘Life Uncensored. It lives on Lionsgate+’, taps into the overarching ‘It lives on Lionsgate+’ brand platform that adam&eveDDB devised as part of the 2022 rebranding campaign for Starzplay, as it was previously known.



Project/Campaign name: Life Uncensored



EVP International Network: Darren Nielson

SVP, International Marketing: Linnea Hemenez

SVP, Creative Services: Melissa “Missy” Stankowski

SVP, Global Media Planning: Barbara Jeffrey

Executive Director, International Brand: David Hutchin

Executive Creative Director: Rama Crouch-Wong

Producer: Curtis Forristal

Director of International Digital Marketing: Candice Heath

Digital Marketing Manager: Lana Huh

Creative Director: Kirk Fennel

Manager, International Media Strategy: Anya Hurd

Global Brand Campaign Manager: Christian Leon

Global Brand Campaign Coordinator: Kate Bianco


Chief Creative Officer: Richard Brim

Agency producer/s: Sally Patterson, Petrina Kilby, Rebecca Treloar, Nereida Valles, Kayla Rudess

Chief Strategy Officer: Martin Beverley

Head of Planning: Will Grundy & Lisa Stoney

Planner: Lisa Stoney

Executive Chair: Tammy Einav

CEO: Helen Andrews

Chief Client Officer: Miranda Hipwell

Managing Director: James Rowe

Business Director: Jo Lorimer

Account Director/s: Lily Henry & Erin Brogan

Account Supervisor: Emma Falkenberry

Creative Director: Mark Shanley

Copywriter: Jane Barker

Art Director: Gaby Grant

Social Creative: Osob Yusuf

D/OOH Animator & Video Editor: Niko Brown

Designer/Typographer: Kelsey Plantas

Production Company:

Media agency: Local Planet

Production company: OB42

Executive Producer: Sam Holmes

Producer: Jack Bradley

Director: Diego Nunez Irigoyen

D.O.P: Giuseppe Favale

Editing Company: Shift Post

Editor: Saam Hodivala

Post Production: Absolute

Senior Producer: Lisa Vaughan

Producer: Dannica Green

VFX Lead: Ben Robards

Colourist: Jules Wileman


Editors: James Ireland & Adrian Scanlon

Producer: Stephen Mead


Music Supervisor: Tom Stanford @THEODORE

Audio Post Production: 750mph

Soundtrack name and composer: Wake the Town / Audio Network


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