MARKETING CAMPAIGNMARSHALS
Expanding a prestige cable powerhouse through a campaign that honors the Yellowstone legacy while anchoring a cinematic, high-stakes era for broadcast television.
Network: CBS
Season: 1
THE CHALLENGE: Scale the world of Yellowstone for the CBS network, bridging the gap between cable prestige and broadcast reach. The challenge lies in making the Dutton family’s legacy accessible to first-time viewers while delivering the high-stakes storytelling seasoned fans expect.
THE SOLUTION: Developed"action-hero" aesthetic designed to capture the grit of the Dutton legacy through a more cinematic, broadcast-ready lens. The creative strategy leaned into high-contrast, heroic key art that repositioned Kayce Dutton as a lone wolf finding his new pack. By balancing visceral action captures with intimate character portraits, the campaign visually signaled a shift in tone—inviting new viewers into a high-stakes world while maintaining the rugged realism expected by the existing fan base.
THE IMPACT: Marshals has set a new benchmark for broadcast television with its recent debut: it pulled in 9.52 million viewers, making it the #1 new series premiere of the 2025-26. In 28 days, it amassed 26.5 million viewers across broadcast and streaming since debuting on March 1, making it the 2nd most-watched show on TV after Stranger Things.
PREMIERE
The campaign featured key creative across high-impact OOH and DOOH placements, such as New York’s Times Square, along with a large paid digital media plan.
