Concept - Art Direction - Shoot Direction - Design - Delivery - 360 - Advertising - Campaign
By Paul Maley - November, 2019
After being briefed on Curfew, my excitement levels were high, so many great hooks to get stuck into. Then came the kicker...
Research and testing said we should avoid zombies, fast cars and guns. As those subjects as they will turn off potential viewers and the best element to concentrate on was ordinary people.
We still had plenty to think about as this was a key art and a 360 advertising campaign.
It was important to capture the irreverence of the show as it is a crazy roller coaster ride of a story. Throw in a helping of "the walking dead", a good dose of "the fast and furious" and a sprinkle of "Lost" to top it off.
This one was a long one, so Ill cut straight to the shoot this time, we had broken our strategy down into a pre launch campaign, and our launch show key art with special build.
I took inspiration from some old school car advertising with a very simple image and witty copy line. Our lines we wrote were to sound like a feature of the car but also doubling up as a hint at the themes of the show and characters.
For the launch stage as well as the usual key art deliveries, we set about a special build for the imax in Waterloo. The building wrap covered the four main teams at the four main junctions, and carried the "Race your way free" line from the show. The wrap also had LED lights sown into the fabric to give the cars real headlights that could go on and off to attract attention.
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