GET IN THE ROBOT

In 2018, Frederator Digital looked towards expanding their library of channels, which, at the time, included Channel Frederator, The Leaderboard, and Cartoon Hangover. Looking into what had worked in the past, the decision was made to expand into the anime fandom. As one of the “anime experts” in the office, I became one of the key leaders to spearheard the creation and development of the channel, which we now know as “Get In The Robot,” loosely based on a oft-referenced moment in Neon Genesis Evangelion.

OBJECTIVE

“We love anime” - the first words ever uttered by the brand, and what we hoped to share with everyone. The goal was to create a channel that welcomed the anime-curious, and not shun them for being new to the fandom; a place where veteran fans could relive their favorite shows, but from a new perspective; and a space that highlighted individuals from all walks of life, and their experiences with anime. Finally, we wanted to have fun with it, and weren’t afraid to be a little silly.