Teaser
Series Reveal
The task: position Netflix as the ultimate Home of True Crime. The challenge: craft a digital marketing campaign and a headline-grabbing video that would captivate audiences and keep fans eagerly anticipating Netflix’s upcoming lineup of true crime content.
Problem
How do you solidify Netflix as the ultimate destination for true crime? The mission: reassure die-hard fans and loyal subscribers that Netflix not only recognizes their insatiable appetite for gripping content but is already hard at work delivering it. And for those still undecided on where to invest their streaming dollars, the goal is clear: make Netflix their go-to source for all things true crime.
Approach
Identity The Suspects: As art director on the campaign I collaborated with the team at Movement Strategy and award-winning director Tanu Muino to bring the “Home of True Crime” to life as a tangible, stylized environment. From the desk of a crypto con artist to a hidden portrait hinting at the highly anticipated return of Tiger King 2, we concepted, built, and meticulously designed the set with visual clues and Easter eggs for fans to uncover—teasing Netflix’s upcoming lineup of true crime titles in our hero video.
Igniting The Investigation: When the teaser dropped, armchair detectives did their best to decode the clues and share their guesses across Twitter, Instagram, and TikTok. And when the titles were finally revealed, the Home of True Crime became headline news.
Solving The Case: A special interactive video allowed fans to make themselves at home by piecing together every last clue and detail from the campaign.
Conclusion
The result is a brand that lives up to its purpose, giving Netflix an identity as captivating and unforgettable as its true crime content—designed to resonate with those who crave the extraordinary intrigue of the genre.
Agency: Movement Strategy
Agency: Movement Strategy
Awards
Case Study