In early 2018, it came time to say “goodbye” to Spike (the long-outdated machismo man channel) and “hello” to Paramount Network—This was an expletive-filled, explosive ride.
But before we launched, we needed to send off Spike like a legend and make Paramount Network famous at the same time. So we personified Spike—the man, the badass, the ex-Viacom employee. And we had him go through the 5 stages of grief after Paramount Network fired him.
While we stirred up shit as Spike, we introduced Paramount Network’s personality to the world.