SXSW 2024

Tony Soprano, Shiv Roy & How Brands Can Become Antiheroes


From Sopranos to Succession, viewers have fallen hard for the unrelenting antiheroes who unapologetically act out our darkest urges on the screen.
It took a tremendous leap of faith for TV execs to back series leads that weren't “good,” but the result has been one appointment TV megahit after another.
Is it time for brands follow suit?
Should yours?
This session will introduce you to a brand-new brand development tool, Antihero Archetypes, and show you how to use it to help your brand break bad.

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  1. A fun introduction to six new brand Antihero Archetypes along with the where, why, and how they can be applied in this unapologetically bold era.
  2. An exploration of the categories and brands that are poised to embrace their dark sides.
  3. A cross-cultural/cross-platform case for why now is the time to animate and engage your audience by embracing an archetypal antihero positioning.


  • Trevor Thomas, VP Strategy, VMLY&R


Trevor Thomas, Vp Strategy, VMLY&R

Meta Information:

  • Event: SXSW
  • Format: Presentation
  • Track: Advertising & Brand Experience
  • Track 2
  • Level: Intermediate

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