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Creative · Video Editor · Director
360° campaign
Aim:
Following the success of Series 1 on BBC iPlayer, we launched an ambitious campaign to create buzz and drive viewers to Alibi for the new series.
Idea:
In this season, there’s more beneath the surface (in both Annika’s personal life and the cases she investigates).
Inspired by the the series' marine homicide setting, the underwater theme became the perfect visual metaphor me to bring this idea to life... a world where secrets and crimes are always rising to the surface.
Tagline:
Secrets Will Surface
40'' Launch Promo
To bring ‘Secrets Will Surface’ to life, I had Nicola Walker voice the script in Annika’s signature inner monologue style.
The voice inside her head speaking out her thoughts as they ripple throughout the promo, mirroring the secrets and emotions that will soon surface.
20'' Refresh Promo
A story-driven 20″ refresh promo built to sustain momentum and retain viewers after the 40″ talent VO-led launch spot.
On-air Channel Takeover
On the day of TX, we transformed our channel branding in a takeover that transformed Alibi into Annika’s world. Haunting oceanic imagery and immersive sound design were used to lure viewers 'beneath the surface' and build anticipation for the series launch.
5'' Countdown stings
Continuity Takeover
Nicola Walker took over Alibi's continuity for the day with bespoke tune-in lines that I wrote to playfully interrupt viewers and immerse them into the mysterious world of Annika’s new series.
OOH Tube Takeover
Underground takeover of Kings Cross station with escalator ribbons & D6s incorporating haunting oceanic imagery to reveal TX and copy
30'' Skippable MIQ Promo
I created a skippable YouTube trailer for MIQ, featuring a talent-fronted 5″ intro, designed to hook viewers instantly within the skippable format.
Overnights:
Annika S2 smashed it on Alibi. On launch day it delivered ~333k Adults 16+ with a 2.9% share, making it the Top PAY TV Programme of the day.
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