The Cutaway- optioned by 20th Century Fox Television
Client: Atria Publishing print & digital and JCDecaux North America, Outdoor Advertising.
Goal: Create a marketing campaign that leaves clues of the disappearance of a Georgetown lawyer who gets tangled up in the world of corruption and cover-up of Washington's politically elite. According to our A/B testing data the strong female cast resonated with our consumers and became the main focus in our strategy.
Results: 7 Outdoor billboard advertisements were strategically placed around Washington DC, leaving clues of the location of the thriller's whereabouts and stationed in front of book stores and event locations. This rapidly increased sales awareness and the attendance of the events. Social media campaign splashed images and videos of the unidentifiable female featured on the book's cover all over the internet to pique interest in our readers
Role: Creative Director, Designer & Video Producer.
Images of the Cutaway JCDeaux outdoor billboards in various locations around Washington D.C.
The Cutaway's On Sale announcement video.