How do you help launch one of TV’s most beloved sitcoms on a new network? For #Team2C, which was enlisted to promote “The King of Queens” January 7 debut on Lifetime, the answer was all about the funny. We dug into the show’s veritable goldmine of comedic clips and fused them into three unique concepts to produce the campaign.

These creative approaches include a holiday-themed spot, a mash-up and a custom song, all of which capture the hysterical dynamic between Doug and Carrie that made “The King of Queens” so successful and a fan favorite for many years.

To develop each of these spots, we went through different processes to find the exact creative we were looking for. For the mashup spot, our team culled through scripts online to find the words or phrases we needed and then tracked them back to soundbites in the individual episodes to make sure they worked in the context of the spot. And for the spot we called “Doug and Carrie,” creative director Marni Wagner partnered with composer and audio engineer, Cesar Haliwa, using voiceover, soundbites and self-created guitar riffs, as well as a number of other audio beats and techniques. They both remixed and expanded on a song originally used in the show’s content to create the promo’s final track.