Drama Brand

Drama at its very heart is about storytelling. Which is fine when you’re talking about one show, but trickier when you’ve got seven.

For the Drama Brand campaign, we wanted to showcase the breadth of these incredible shows while focussing on the emotions that unite them all. The lead Creative had developed a spot that celebrated the ‘villains’ within Drama because they without them we’d have no good guys - a great jumping off point.

I explored four types of villain (heartbreakers, liars, shouters and cheaters) and gave them all a distinctive movement or caption style to reflect that type of villainy:

• Cheaters - rotation, as your whole world is turned upside down

• Shouters - MASSIVE CAPTIONS

• Liars - reflection, showing the two sided nature of these characters

• Heartbreakers - captions that gently fade away like love

By using these uniting elements of villainy, I was able to tie together the seven distinctive shows whilst also creating an interesting visual that would stand out within Meta’s feed. This tactic also meant I could focus on both recognisable talent and moments of intense emotion - both strong drivers of success within Paid Social.