To agree to a Comedy Central Roast, you’ve got to have schweddy, brass balls. That’s why we couldn’t have found a better roastee than Alec Baldwin. Between his lengthy list of movie and TV appearances, his even lengthier “incidents” section on Wikipedia and his not-so-lengthy temper, Alec Baldwin is the industry expert when it comes to making a scene.

Our campaign was built to remind people what makes Baldwin famous, funny, roast-able, and fun to roast (thanks, Research). We created a series of seven short and longform videos that leverage people’s familiarity with Alec’s prolific acting career as an opportunity for him to shine a light on, and own those real life moments where he “made a scene.”

Baldwin’s got talent to burn. He’s an actor’s actor with an old-school Hollywood aura, and we wanted to capture that across the board. In key art, we worked to create some visual tension that reminded viewers that this could hurt. IRL, we developed consistent branding in everything from the invites to the afterparty bathroom signs. Honestly, off-brand bathroom signs are the worst.