Harry Vanderspeigle (Alan Tudyk) is an alien, disguised as a human, doing his best to blend in with the citizens of a small Colorado town. His original mission was to destroy our planet, but now he may be the only one who can save it; and although he’s still fine-tuning his interpersonal skills, it’s clear that the more time Harry spends on Earth, the more human he becomes on an emotional level.

After two seasons of treating Resident Alien as a pure comedy, our season 3 campaign made a significant shift. Guided by key learnings that told us sci-fi as a genre was a barrier to entry for some casual viewers, we decided to stop hiding that part of the show and positioned Resident Alien as a high-stakes, sci-fi drama, keeping everybody’s favorite alien, Harry, at the heart of all marketing.

Across the campaign, we made an effort to inject more sci-fi wherever possible. We highlighted sci-fi royalty Alan Tudyk (Firefly, Star Wars: Rogue One) and Linda Hamilton (The Terminator, Beauty and the beast) in our trailer, on-air promos, social campaign, and key art. Our video assets featured more VFX than ever before, and from a design perspective, our updated key art and promo packaging shifted significantly from the colorful and playful palette of seasons past to the moodier, alien-centric vibe displayed here.

The end result was a refreshing campaign that encouraged viewers to take a look at Resident Alien through a new lens, regardless of their prior affiliation with the series. While linear ratings on SYFY remained relatively constant (a feat in itself in today’s cable landscape), streaming numbers on Peacock increased steadily over the course of the season and our long-form BTS pieces saw an enormous increase in views across digital platforms. Resident Alien was renewed for a fourth season on USA.

I’m incredibly proud of the work my team and I accomplished, a very small sample of which is shown here.