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 to the disappearance of a Georgetown lawyer who gets tangled up in the world of corruption and cover-up of Washington's political 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. The billboards rapidly increased sales awareness and the attendance of the events. Social media campaigns featuring the book cover’s unidentifiable female were splashed all over the internet to pique readers interest.
Role: Creative Director, Designer & Video Producer.
The Cutaway's On Sale announcement video.
Social media postings and announcements