In One Moment

This vignette was crafted for the audience of the crime and suspense genre channel 13th Street.

Normal Couple Conversation

This vignette was crafted for the audience of the general entertainment channel Universal Channel.

Rookie Advice

This vignette was crafted for the audience of the female skewed lifestyle channel DIVA.

Storyboard

I storyboarded the vignettes to work out the essential storytelling elements. Once on set, I used these as a guide when walking through the scene with the dop and first ad.

Setting the tone for promos

The promo campaign followed the same tonal pattern set by the character vignettes, creating relationship-focussed spots for DIVA and action-centric spots for 13th Street:

Tangled Web (DIVA)

Love & Sex (DIVA)

Be Safe (13th Street)

Street life (13th Street)

Key art

I art directed the photo shoot and final key art for series 2, 3 and 4.

A supernatural phenomena referred to as "the Troubles" by characters in the show is the source of narrative drive in every episode. I developed the tagline "New Troubles Are Coming" to attract new viewers and give a nod to the fans.

I art directed the photo shoot and final key art for the series.

Success

The character vignettes raised excitement amongst fans of the show and the total number of viewers increased substantially on each channel - a direct result of the creative approach of tailoring spots to the specific audiences. The return of show exceeding all expectations for Universal Networks International, prompting the commission of a further 3 series of Rookie Blue.