THE MAN WHO FELL TO EARTH // CREATIVE CAMPAIGN
CONTEXT
Based on the movie of the same title, The Man Who Fell to Earth is about a visitor from another land who comes to Earth with a mission – save his planet & family from a catastrophic drought that is ravaging his home. His arrival forces us to reflect on ourselves as we explore themes of sacrifice, family, conservation, technology, and human behavior.
OBJECTIVES
The main objective was to launch a new series based on a classic sci-fi movie, on a network not known for sci-fi. The creative needed to depict a recognizable world, and not seem too alien or futuristic, while being unexpected, yet avoiding the typical sci-fi tropes. Additionally, the creative needed to appeal to Showtime’s core audience while being embraced by genre fans.
SOLUTION
Focusing on the characters, and not the genre, and by simply adopting universal human themes we made The Man Who Fell to Earth feel more inviting and intimate. We concentrated on the unlikely connections between the lead characters and played with rich colors and textures that gave the creative a fresh perspective of how alien life on Earth can look.
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.
KEY ART
DIGITAL OUT OF HOME
We secured a full day “road show” in NYC’s Times Square and developed special creative to live on the giant 3D billboard on 47th street pre premiere.
SXSW PRE-PREMIERE STUNT
Wild postings and video installations that were built as in-world advertising for the company “Origen”. QR codes offered visitors a sneak peek of the first episode a month before premiere.
CHARACTER CAMPAIGN
in addition to the hero art, we developed a series that showcased the ensemble cast. This series was the base of our Sunset Blvd streetscape.
