Role – Concept, Creative Director, Director
ID Channel
Brand Refresh Campaign
Agency – Viewpoint Creative
One of my all time favorite projects. Although I have never done work in hopes of winning an award, I am told this won a Clio Award. And the spot was one Promax’s Top 10 Hot Spots of 2019. Cool, I guess. Explore more of the project below.
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Inspiration
Investigation Discovery, the leader in true crime storytelling, wanted to develop a campaign to establish their network as America’s #1 true crime network. In brainstorming concepts that would truly set them apart, I came across a series of historical crime scene photographs shot from a very unique angle. Although they are gruesome, I found them oddly compelling. Since I am a bit of a technical geek, my curiosity led me to research how these images were captured and from here the idea took off.
Creative Development
This idea was fleshed out by combining scenarios based on the network’s common story themes with some great copy lines (written by Liz Breen). ‘Overhead’ was one of five concepts pitched to the client.
Production
The four day shoot was divided into two tightly packed studio days using a crane and two on location days photographing with a drone. All shots, with the exception of two, were shot specifically for this spot. This project is a great example how amazing talent can come together to produce an eye-catching campaign.
Campaign Idents
The full TV campaign consisted of three image spots and a series of five standalone network idents.
Behind the Scenes
A quick peek at a few of the setups.
