Syfy wanted a campaign that built hype for the final season of Haven in a way that fans would love and love to share. Coming off the cliff-hanger at the end of the previous season, this time the stakes couldn’t be higher for Audrey, Nathan, Duke and Dwight - the key characters of the show.
"Who Will End Haven?" presents them at the brink of self-destruction - pushed to their limits any one of them is capable of bringing an end to Haven.
The campaign includes a set of on-air promo spots and a series of tailor-made social media content across vine, facebook, twitter, instagram and giphy.
All elements are designed to build interest in the series with a pre-launch tease phase to mid-season sustain through to hyping the grand finale with the reveal of a huge character from the Haven mythos.
I wrote, directed, art directed and shot everything on set in Halifax Nova Scotia. The visual narrative is filled with clues to the upcoming story line and teases the arrival of a new mysterious character. A noir aesthetic felt like good fit for the tone we were going for.
Familiar Act by Christine Owman feat. Mark Lanegan – expresses the forboding tone of the series perfectly. The haunting, gravelly vocals and off-the-wall production build to a sinister climax just as the silhouette of the mysterious character fills the screen
It all adds up to dramatic stuff, with a 'must see'' vibe about it – one of these characters will end Haven. Who will it be?
With over a full year since the previous season cliffhanger, the return of Haven was a long wait for fans. As a network, Syfy was about to confirm their worst fears – the new season will be the final one. The key challenge was to announce the end of Haven in a way that would be sensitive to die-hard fans. It seemed fitting to mark this event with a specially created spot that showed the respect Syfy has for the show and its fans.
I wrote, directed and art directed a bespoke shoot-based “Announcement Spot” that presents a series of intimate portraits of Audrey, Nathan, Duke and Dwight - key characters adored by Haven fans. From a fan’s perspective the lives of these characters are forever linked to the town Haven. The town itself has shaped and defined who they are. When Haven goes, they go with it.
Arranged into graphic compositions, each portrait is a vivid double-image of location and character. These portraits combine the iconic Haven vistas, landmarks and scenery with the familiar faces and silhouettes of each character. Shot on set in Halifax Nova Scotia, a high-speed 5k camera was used to shoot each member of the cast individually on a custom-built rotating platform against a green-screen backdrop. Exterior scenes were shot on location across Nova Scotia.
Last Boat’s Leaving by Bachelorette – expresses all that has been in the lives of these characters in Haven. As the track builds, the dense visuals disintegrate until all that’s left is the end frame of an endless horizon, sea and iconic lighthouse.
The message was simple - the wait is over. Remember why you love Haven and share your #SyfyHavenMemories to celebrate the return of Haven this October on Syfy.
Global promotional TV campaign for Season 3 of Bates Motel on Universal Channel and 13th Street, written an directed by me.
2015 PROMAXBDA GLOBAL EXCELLENCE AWARDS
BRONZE - Best Dramatic Programme Campaign
2015 PROMAXBDA EUROPE AWARDS
SILVER - Best Dramatic Programme Spots
2014 EYES & EARS AWARDS
1st Prize - Best On-Air Spot Fiction
1st Prize - Best Promo Audio Design
2014 KINSALE SHARK AWARDS
Best use of Sound
Best Drama Promo
The objective was to drive awareness of the return of Bates Motel as a high quality, must-see show.
The relationship between mother and son is the emotional centre of the show and was the springboard for the creative concept.
In Season 2 the bond between Norma and Norman Bates grows increasingly claustrophobic and disturbing. I crafted a visual narrative to create a stylised, heightened version of Bates Motel with the conceit of idle obsession - even in their solitude these two characters can’t escape each other.
Shot entirely on the Bates Motel set on location in Vancouver, I developed the creative concept, wrote and directed the cast and crew to create three spots.
Mad About The Boy
Each spot alludes to the dysfunctional, often obsessive relationship between Norma and Norman and builds to a distinct and unsettling climax.
Subverted use of the Dinah Washington classic ‘Mad About The Boy’ highlights the core truth of the each character - Norma is just mad about the boy, and, there is clearly something mad about the boy Norman.
To promote the new season of Haven (Season 3), Syfy needed a campaign concept that would reignite excitement in existing fans and intrigue a potential new audience. I felt an exclusive shoot-based idea would achieve this and crafted a spot with a strong visual narrative that, for avid Haven fans, was littered with clues to the upcoming story line and for new viewers looked dramatic with a 'must see'' vibe about it.
Shot entirely on the Haven set, on location in Nova Scotia, I directed the cast and crew to create a heightened vision of the Haven universe that teases the arrival of mysterious new characters and alludes to their relationship with the core returning characters.
A set of idents and stings I directed for 13th Street, a crime and suspense channel that airs in Germany, Spain, Poland and Australia.
As Creative Director for the network it was my responsibility to create channel idents that reflected the brand's positioning statement - "we know crime". 13th Street is a genre channel, so it made sense to anchor the new idents in themes and tropes synonymous with that genre.
Rookie Blue airs on three different channels on Universal Networks International. To promote the new season of Rookie Blue (Season 3), Universal Networks needed a campaign that addressed the range of audience yet felt true to the show at all times. I felt an exclusive shoot-based idea per channel was the best way to lead the campaign.
Shot entirely on the Rookie Blue set, on location in Toronto, I directed the cast and crew through three original scripted vignettes featuring the key characters. Each piece interprets the show in a distinct way, highlighting an aspect of the show that resonates with the particular audience of that channel brand.
I was the editor and post-production artist on this comedy music video for Danny Robins. Danny wrote and performed this rap for his bride Eva as a surprise wedding day treat. Shot by Peter Velluet, music remixed and produced by Ben Walker, original rap lyrics written and performed by Danny Robins. "The Look" by Roxette is heavily sampled.
Global rebrand of the flagship general entertainment channel on Universal Networks International.
As Creative Director for the network it was my responsibility, with the VP of Creative, to lead the brand development of Universal Channel and create a unique new positioning, look and feel for the channel. The final design, tagline and brand positioning are globally consistent yet deliver locally-relevant messaging in every market in any media.
It is said The Mayans predicted the end of the world will happen on Dec 21st 2012. As Creative Director for Syfy International I thought this was an opportunity to create some fun on-air activity to promote our global programming slate.
Countdown to the End of the World - is a playful take on the apocalyptic theme, something the Syfy audience would find amusing and appreciate that their channel is ‘in the know’ of such an immense occasion!
As the slate varies across territories, I designed a set of assets flexible enough to work with any programme mix. This approach meant local schedules could remain unchanged, yet adopt a themed context within which to promote any Syfy programmes, as best suited to each territory’s unique programming needs.
Campaign assets include a promo wrapper, 21 animated daily countdown stings, a custom endboard animation and logo bumper.
The campaign was used by all Syfy markets around the world.