Because truTV carries some select March Madness games, every year a massive influx of new viewers hit the station for one week a year. But before they do, they usually hit social media to ask what in the world truTV is. To combat the haters and be a little self-deprecating at the same time, we created the hashtag and tagline #truTVIsAThing.

As the first round of games played, we were ready on Twitter with a team of comedy writers, designers and analysts to find out who's out there talking shit and hit them back with some insults of our own. I led the overall look and feel for the campaign as well as the creation of custom video responses with truTV talent.