DEXTER: NEW BLOOD // CREATIVE CAMPAIGN

CONTEXT

The iconic Showtime original series returned after a decade long hiatus. Dexter has been hiding in plain sight in the small town of Iron Lake, NY for the past few years, abstinent, and building relationships with the townspeople. This snow covered landscape which presents a very different backdrop from the sunny beaches of Miami.

OBJECTIVES

Since its finale, Dexter has been available to watch on multiple streaming platforms, all of which take credit for the series. Our main objectives were to:

• Reclaim Dexter as Showtime’s own.

• Establish it as ​the most anticipated TV event of the year.

• Signify a ‘New’ Dexter by a campaign that feels visually different from previous iterations, while maintaining the brand equity of the existing franchise.

• Excite existing fans about Dexter’s return and introduce new audiences to this iconic character.

SOLUTION

Blood and snow make for some great visuals, so we leaned into this frosty new world as a platform for the majority of the campaign. Focusing on "caught" moments where we as the viewer finally catch up with our favorite killer of killers.

We phased out the release of the creative on Showtime's owned platforms. Starting with a series of "breadcrumbs" that hint at the return, we gave fans a glimpse of Dexter's new home in wintery Iron Lake. This was followed by a summer teaser campaign that was previewed at Comic-Con and finally the pre-premiere launch.

MY ROLE

I was the creative design lead on this campaign and was responsible for strategy, concept and visual language. I briefed & directed our creative agency partners, directed talent & our photographer on set, and managed a team of internal art directors & external teams to create graphics for on-air, motion graphics & print for out of home, and collaborated with digital and social teams.

CONCEPT SKETCHES

KEY ART

BREADCRUMBS

TEASER ART

OUT OF HOME

NOTHING TO SEE HERE

DIGITAL OUT OF HOME

PARTNERSHIPS

THE TRAILER