How I Met Your Mother | 500 Miles

The Challenge

When How I Met Your Mother moved to Canal Sony for its ninth and final season, the challenge wasn’t just to promote it. It was to rebuild emotional connection with a fanbase who’d watched it on a different network for years. We had to make sure loyal fans knew exactly where to find the big goodbye.

The Big Idea

I wanted the campaign to say: “We know this show matters to you, and it matters to us, too.”

So we centered it around one of HIMYM’s most iconic inside jokes: the song “500 Miles” by The Proclaimers, famously used as a recurring gag throughout the series.

Rather than a generic season promo, we built a tribute spot for the fans: packed with easter eggs, inside references, and emotional payoff. I worked with a music studio that loved the show to create a custom cover of the song, tailored for the tone of our LATAM audience.

The concept: walk through nine seasons of callbacks, laughs, and moments — all timed to the beat of 500 Miles.

My Role

As Creative Lead & Concept Creator, I:

• Developed the campaign concept based on HIMYM’s fan culture
• Chose the music studio for the cover version based on their love for the series
• Led the editing and storytelling direction, framing it around insights, not just clips
• Collaborated closely with the vendor to align tone, timing, and emotional impact
• Ensured that the final spot balanced nostalgia and energy for both new and long-time fans

The lyrics were adapted by the studio; the visuals were carefully selected from show footage to match the beat and build of the song. Creating an emotionally rhythmic love letter to HIMYM.

Execution

🎥 Watch the Spot

🎶 Format: 60-second music-driven tribute

💡 Creative Devices:

• Easter egg montage
• Emotional build via song pacing
• Music cover rights cleared specifically for this execution

Impact

This spot didn’t just air, it landed. Internally, it was celebrated for capturing the emotional weight of the finale without falling into cliché.

It also served as a personal proof point for me:

“When you love a show and think strategically, that’s all you need to make a great creative piece.”

Winning three Promax awards, for concept, copywriting, and sound design, cemented it as one of my proudest creative achievements.