CONTENT / DIGITAL / ADVERTISING / EXPIERENTIAL
Pan / European launch campaign for the cult teen series 'Pretty Little Liars'.
Written & Art Directed and Co-Directed by Neal
CHALLENGE: VIVA (MTV) wanted to launch cult series Pretty Little Liars in the UK in a tough, competitive time slot.
THE WONDER SWITCH: To grab immediate attention I chose to put the hidden, dark secrets of the characters that lurk beneath the pretty, innocent faces on show. The branding iron stamp revealing each of their secrets created a visually arresting image that hit the viewers and grabbed their attention, literally cutting through the generic beauty shots on display in other advertising. The iconic wreaths also allowed the idea of highlighting a key part of the story, whilst showing the shocking possibilites when people reveal what they really think of the deceased individual.
BELOW: Teaser spots ran across major terrestrial stations and MTV's stable of networks
BELOW: 6 sheet and digital D6 posters pre launch.
BELOW: Major PR stunt at city centres across the UK on launch day.
BELOW: Content promo film utilising the series theme and unseen footage of the cast.
ABOVE: Behind the scenes cast reactions to the launch campaign