Supply&Demand director Matt Lenski has turned out a promo for POP TV’s original scripted comedy series Schitt’s Creek, debuting on the network on Feb. 11. Schitt’s Creek follows the fortunes of a wealthy video store magnate family that has just lost its entire fortune in a Ponzi scheme. The family is left with one asset–the small, dusty town of Schitt’s Creek purchased years before as a joke. Emmy winners Eugene Levy, Catherine O’Hara and Chris Elliot star alongside Eugene’s son Daniel Levy, and Annie Murphy. The comedy was created by Eugene and Daniel Levy.
The Lenski-directed promo, titled “Family,” reveals the clan dressed to the nines at a glitzy photo shoot. Sinatra’s “I’ve Got the World on a String” plays as the dapper family poses for photos, rudely interrupted by Schitt’s Creek mayor, played by Elliot, who steps into frame to tell Levy he’s blocking his parking spot. The set suddenly collapses to reveal the haggard hamlet of Schitt’s Creek, the photo shoot located in a dusty, barren parking lot outside of a cheap motel in town.
“It took on a bunch of incarnations but the strongest was seeing a family’s sense of entitlement completely implode,” explained Lenski on developing the concept with POP. “We start at a picture perfect portrait of entitlement before peeling it all away. Chris Elliot is the first crack in the dam before we reveal Schitt’s Creek.”
