MR. MERCEDES
SEASON ONE | Press Kit Grand Clio Winner
Based on the novels by Stephen King, we worked closely with the Audience Network along with David E. Kelly (Big Little Lies) and Jack Bender (Lost) to develop all marketing materials. Key art conception and tag lines initiated the process, which then informed strategic development, photography, talent relationships (Brendan Gleeson, Holland Taylor), plus PR Kits and outdoor, event and social marketing. We received some of the industry’s highest awards for our work, including a Grand Clio.
SEASON ONE PRESS KIT
To convey the suspense of a classic Stephen King story, we set out to design a kit that looked if it came from Brady Hartsfield – our menacing anti-hero. Upon opening, influencers found a prepaid cellphone with two months of free service and an app that included episodes of the show, along with a booklet featuring a synopsis and character bios. After startup, the phone sent show clips and curated daily texts - with messages from the entire cast (each had their own ring tone), and even from Stephen King himself. The kit was a hit with the press and award shows, where it won a Grand Clio.
METRICS
• Over 40 write-ups
• Featured on over 20 network shows
• 2.2 billion media impressions in over 600 unique outlets
• Most watched premier in the history of the Audience Network
SVP Creative Services: Roger Hyde VP Creative Services: John Vetter Creative Director, Art: Nicole Gunther Creative Director, Copy: Richard Griffin Associate Creative Director: Brant Louck Designer: Meghan Whitrock, Monica Foronda Copywriter: Mike Polovsky Print Production: Patricia Whittier Production Studio Manager: Bernie Middendorf Retouching: Nina Rambo Girod
MR. MERCEDES
SEASON TWO | Brandweek Constellation Winner
Based on the novel by Stephen King and produced by David E. Kelley, we promoted Season 2 of Mr. Mercedes using the plot device of telekinesis to inspire our campaign. The key art and tag line translated seamlessly into print, video and immersive audio interpretations including the press kit, social, animated OOH and graphics at Comicon.
PRESS KIT
We created the press kit for Season 2 of Mr. Mercedes based on our key art. Using interwoven black & white portraits of the characters, we wanted to create the same level of tension and anticipation you expect from a Stephen King story. The outer box features die-cut panels that reveal the killer’s face, as copy from his stream-of-consciousness monologue wraps the outside of the kit. The kit included Bluetooth headphones that allowed the recipient to experience a trance-like message, that we edited in-house and hosted on the audience press site.
COMICON METRICS
• 169 articles totaling more than 620M media impressions
• 951M reach / cross platform social
• 21M impressions / on-site influencers
• 96% positive social sentiment
SVP Creative Services: Roger Hyde VP Creative Services: John Vetter Creative Director, Art: Nicole Gunther Creative Director, Copy: Richard Griffin Associate Creative Director: Brant Louck Designer: Esra Yalcin, Sheila Lee, Monica Foronda-Maldonado Copywriter: Mike Polovsky Print Production: Patricia Whittier Production Studio Manager: Bernie Middendorf Retouching: Nina Rambo Girod
LOUDERMILK
SEASON 2 KEY ART
Our team was tasked to deliver key art with a tag line that captured the spirit of the Loudermilk and was true to its irreverent voice. Budget restrictions cancelled a Season 2 photo shoot. We overcame that obstacle using Season 1 assets, then got even more creative with the look, feel and messaging. The key art was colorful, gritty and irreverent, and had exactly the attitude our lead character would approve of – begrudgingly.
SOCIAL
From tweets and Instagram to Giphy stickers, our team mirrored Loudermilk’s look and feel. The show’s sharp and biting tone allowed us to connect with fans on a one-to-one level, all while building awareness. The work was irreverent and aggressive - making it the punk rock of social media blitzes.
SEASON 1 PRESS KIT
Loudermilk is an AT&T Original Series (from Peter Farrelly and Bobby More) that centers on Sam Loudermilk, a recovering alcoholic/substance abuse counselor with a really bad attitude about, well, everything. We set out to create a media kit that would capture Sam’s acerbic personality, describe the show’s storyline, and generate some serious buzz.
SEASON 2 SOCIAL METRICS
• 747K Twitter impressions
• 13.5K Facebook engagements
• 45K Instagram impressions
• 37.7K Giphy views
• 2.4K Total engagements
• 2.3M Total impressions
SVP Creative Services: Roger Hyde VP Creative Services: John Vetter Creative Director, Art: Nicole Gunther Creative Director, Copy: Richard Griffin Associate Creative Director: Brant Louck Designer: Joe Barbieri, Andy Orge, Esra Yalcin, Sheila Lee, Monica Foronda-Maldonado Copywriter: Mike Polovsky Print Production: Patricia Whittier Production Studio Manager: Bernie Middendorf Retouching/VFX Supervisor: Billy Lewis Retouching: Nina Rambo Girod
KINGDOM
SEASON 2 CAMPAIGN
Kingdom is a hard-hitting drama, telling the story of a family whose lives revolve around mixed martial arts. We took spectacular black and white photography that captured the essence of key characters, then superimposed it over quotes pulled directly from the show. The clean, bold design and communication helped make Kingdom a huge hit with both MMA fans and TV lovers alike.
SEASON 3 CAMPAIGN
For Season 3 of Kingdom, we wanted to capture the energy and power of the mixed martial arts-based show. We created an effect of double vision using transparent duplicates of the original image. We then introduced color, creating a 3D effect to project images off the page and added a layer of dimension and intrigue. The work literally broke through the clutter to promote the show as can’t-miss entertainment.
SVP Creative Services: Roger Hyde VP Creative Services: John Vetter Creative Director, Art: Nicole Gunther Creative Director, Copy: Richard Griffin Associate Creative Director: Brant Louck Designer: Christine Sullivan Houlihan, Sharon Lee Copywriter: Mike Polovsky Print Production: Patricia Whittier Production Studio Manager: Bernie Middendorf Retouching: Nina Rambo Girod
DAMAGES
SEASON 4 CAMPAIGN
Damages was one of the Audience Network’s first shows, coming from FX. Because Audience was a new network, we needed to promote both the show and the network – with concepts strong enough not to be overshadowed by a cast of Hollywood’s biggest stars. Damages was a huge industry success, culminating in a Golden Globe nomination for Glenn Close.
SEASON 5 CAMPAIGN
To promote a legal thriller that takes place outside the courtroom, legal terms were taken out of courtroom context and juxtaposed against portraits of the main characters. Photographic studies of each cast member captured the essence of their character, while mismatched shadows added a layer of intrigue and moral complexity.
