Hue&Cry Is “All In” for Chris Hayes In Latest MSNBC Campaign

Hue&Cry Is “All In” for Chris Hayes In Latest MSNBC Campaign

Continuing their campaign work for MSNBC talent Chris Hayes, Hue&Cry has teamed with McKinney on new animated spots for the Emmy-award winning television program All In With Chris Hayes.

Hue&Cry, the award-winning Richmond-based animation studio led by Creative Director Matt Darnall and Executive Producer Scott Friske, have crafted a new campaign targeting viewers for MSNBC’s nightly news program “All in with Chris Hayes.” 

The Emmy Award-winning show is committed to in-depth reporting on the nation’s biggest news and political stories of the day, covering everything from American trade, debate news, and more. 

Created in partnership with the McKinney agency, “Keep Up With What Matters, Keep Up With Chris” features news anchor and political commentator Chris Hayes in :30 and :15 spots touting his popular TV show and “Why Is This Happening?” podcast. 

Supporting Darnall’s task force on the project at Hue&Cry were designers Angie Son, Diego Abad, and Lauren Cash and animators Travis Schmidt, Reza Iman, and Zack Williams.

With a world on high-alert over the past year, the spots’ skillful construction utilized a naturally vibrant red color paired with distinctive line-drawn animation.

In keeping things simple so that the messaging stayed front and center, the cel-animated scenes delicately and deftly reflected everyday events that rocked the news cycle and remained on the forefront of minds in households worldwide over the course of 2020 and into 2021: American elections, politics, education, healthcare, culture & social issues, and the state of the economy.

On creating the project, Hue&Cry Creative Director Matt Darnall said, “this project was our second foray into making something for Chris and his show. The first round, we made a couple that were shorter format and purely cel animation.”

“This time, the team came with an action-packed script for a :30 – upping the ante! We at Hue&Cry are ‘all in’ with Chris Hayes, so we were excited to work on it.”

Beyond the spots being lengthier, for Darnall, the creative challenge was determining how to approach the campaign’s more complex scenes.

“Chris’ show is all about making sense of the current events happening in the world, and as we all know – 2020 was pretty chaotic. Our aim was to capture that chaotic energy with our animation, while still clearly communicating relevant social issues, and showing how Chris can help make sense of it all.”

On the technical aspects of the project, Darnall said, “the beauty of cel animation is that technically, there’s usually not much ‘technical’ about it. It’s just one drawing after another, sequenced in a manner to create a moving picture. That relative simplicity leaves little corners to be cut.”

“When you have over a dozen objects orbiting in a vortex, slowly rotating in a seven second shot, it requires hundreds and hundreds of drawings, and it can get quite complex and well…technical. To be honest, it’s kind of insane. It’s crazy, but we love it and we really enjoyed doing it for these MSNBC spots.”



Executive Producer: Scott Friske

Head of Production: Jeff Bybee

Senior Producer: Bethany Novak

Associate Producer: Cloie Leger

Junior Producer: Phebe Martin

Creative Director: Matt Darnall

Art Director: Angie Son, Luis Roca

Designers: Angie Son, Diego Abad, Lauren Cash

Animators: Travis Schmidt, Reza Iman, Zack Williams, Lauren Cash 

Technical Director: Ryan Musselman

Editor: Danny Reidy

Flame Artist: Renee Tymn


Producer: Nick Brenton, Brad Powell, Naomi Newman

Production Coordinator: Ben Bouxsein

Group Creative Director: Jenny Nicholson, Will Chambliss

Associate Creative Director: Kathryn Moffitt

Integrated Business, Talent & Traffic Affairs: Miriam Hughes


On Camera Talent: Chris Hayes


Please login with linkedin to comment


Latest News

New Business Wins For We Scout
  • Marketing

New Business Wins For We Scout

Indie comms agency We Scout announces new business wins. Well, you'd hardly announce new business losses, would you?

Oceania map with connection networks.
  • Media

Zenith Wins Superloop’s Media

The Zenith Christmas party set to be a wholly more bawdy, jolly soirée after agency nabs end-of-year win.

Archibald Williams Wins NBA Digital, Activation & Fan Engagement Accounts For APAC
  • Media

Archibald Williams Wins NBA Digital, Activation & Fan Engagement Accounts For APAC

Independent brand and digital agency, Archibald Williams (AW) has been appointed to lead the NBA account across the APAC region. The NBA is one of the most prestigious sporting leagues in the world and basketball is one of the fastest-growing sports in Australia. Effective immediately, AW said it was “excited” to work across all digital, […]

QMS Champions Creativity As First Most Contagious APAC 2023 Sponsor
  • Advertising

QMS Champions Creativity As First Most Contagious APAC 2023 Sponsor

Leading digital outdoor company QMS has announced it is the first-ever inaugural partner for Most Contagious APAC, the landmark London event by creative and strategic intelligence company Contagious, which will be showcased in Australia on Tuesday, 12 December in Sydney and Wednesday, 13 December in Melbourne. Most Contagious is an event that delivers key advertising […]

OMG’s Annalect First To Get Meta’s Advanced Analytics
  • Technology

OMG’s Annalect First To Get Meta’s Advanced Analytics

Omnicom’s data and analytics division Annalect has partnered with Meta, giving it access to Advanced Analytics (AA) – one of Meta’s privacy-focused measurement solutions – to provide Omnicom’s clients with future-proof, next-level measurement. Omnicom is the first holding company to have access to AA. AA allows advertisers to combine their first-party data with Meta’s ads […]

AKQA Launches Eco-Conscious AI DIY Assistant Encouraging People To Gift More Sustainably
  • Technology

AKQA Launches Eco-Conscious AI DIY Assistant Encouraging People To Gift More Sustainably

WPP’s AKQA has launched, an environmentally conscious AI-powered DIY assistant, affectionately known as Fixie, for a one-stop solution for all things repair. hosts an array of guides and inspiration to empower people to prolong the lives of their belongings or purchase pre-owned items that need a little love and care. Fixie can: Help […]