The Campaign

We honed in on a visually striking neon aesthetic, with a strong emphasis on purples and teals. Because we were limited in material, we also worked with Canadian-based artist, Namit Malavia to create an illustrated poster, which paid homage to the original comic book.

The Trailer for the series won a Clio for its use of music, something we fought incredibly hard for. When I first approached the strategy for the marketing campaign, I knew that the lyrical themes from “My Chemical Romance’s, “Welcome to the Black Parade” would align perfectly.

The band’s team are incredibly selective about licensing their music, so we knew this would be tricky. I personally wrote a pitch to the band, explaining the parallel themes and pleading our case. Luckily they were swayed and the audience really responded to this musical choice 🖤