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To create buzz around the season premiere of It’s Always Sunny in Philadelphia, TH executed a poignantly witty projection media campaign, creating a humorous on-the-street experience for new and old fans alike. To bring this campaign to life, TH staffed an on-site comedian who interacted with pedestrians by relaying pointed messaging to an on-site tech, who would then type the comedy bits onto the projection wall itself to create the perfect campaign for a witty season premiere.