Midnight Mass
Clio Winner: Best Trailer
Midnight Mass is Mike Flanagan’s most personal project.
When we were in production on this limited series, I was working as one of the marketing leads handling Mike Flanagan’s overall Netflix deal, so I worked very closely with him and his team on the promotion of Midnight Mass.
The Campaign
How do you Market a horror series about Vampires without mentioning the “V-word”? It’s not easy, I’ll tell you that!
We were tasked with creating a campaign for Midnight Mass, while (rightfully) avoiding revealing the true villain… an ancient vampire creature.
In the process, we created one of my favorite campaign trailers. We used a stripped back version of Keane’s, “Somewhere Only We Know”, and leaned into the idea of returning back home to a place that should feel comfortable and familiar. But in this case, felt deeply off, filled with a troubling sense of unease.
And we produced the full marketing campaign without ever mentioning Vampires.
