RTL Starmaker - Shake Agency RTL Starmaker - Shake Agency

RTL Starmaker

After a successful rebranding of the RTL brands, Shake has been entrusted again to build the campaign of RTL tvi’s new exciting prime time TV show, Starmaker.
  • Advertising
  • Art Direction
  • Concept
  • Design


Starmaker is a new reality TV show where contestants impersonate famous singers they admire. A panel of celebrity judges then determines the course of their journey until only one winner remains in the grand finale. The show airs during prime time and aims to attract a large audience, hoping to become RTL tvi’s top-rated program.


Prime time shows on weekends are strategic momentums for TV channels: people come together to share a moment, and deciding what to watch on TV tonight is a debate as old as the invention of television.

In this setting, Starmaker brings a fresh concept to Belgium, requiring it to be easily understood and highly appealing to viewers.


We created silhouettes of famous singers, each distinguished by their iconic outfits, in which anyone can fit in. Whether you want to embody Beyoncé or Freddy Mercury, this concept lets contestants and viewers alike step into the shoes of a star for a night.

Our creative team worked on selecting the stars, directing, styling, and utilizing AI to create step-by-step imagery. We also handled all aspects of photo editing.


The campaign was spread on 2m² urban displays, DOOH, a full-covered tramway as well as social media, print and digital press.


The 7 episodes of Starmaker allowed RTL tvi to make its comeback in the “shiny floor” programming genre. With the replays, each show attracted between 240 and 250,000 viewers and positioned RTL as the leader in the commercial audience of purchasing decision-makers. The new show also sparked significant excitement on social media.

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