Because of Jerry Seinfeld's style of humor and his enormous adult following, DreamWorks Animation's BEE MOVIE was always going to have crossover appeal. So how best to talk to this mature audience leading up to the film's release? Why not tell them how Jerry and his team go about the process of making an animated movie? And for the love of comedy, lie through your teeth!
Christian Charles, Jerry Seinfeld and a select group of writers developed 27 shorts directed by Christian that went from the absurd to just plain daft. The result was consumed ravenously online and used by NBC as prime time interstitials during the lead up to the film's release, in a ground-breaking promotion strategy that went far beyond the traditional commercial.