Thunder In My Heart Campaign
I spearheaded the production of the EPK for the second season of Viaplay’s highly successful series, “Thunder In My Heart.” The project came with several challenges, such as addressing stakeholder misalignment during the first season, ensuring appropriate tone, and adaptability across diverse media and formats. Find out how I navigated this journey, transforming it from script analysis into an extensive campaign that encompassed train wraps and a social media takeover.
The Process
The Brief & Concepting
My process? I dive deep into scripts, meet with marketing and content gurus, and chat with the Executive Producer - basically, I soak up everything about the series. Then, I craft a lean and mean brief, like a secret weapon packed with synopsis, keywords, audience insights, and a powerful message. Think of it as the North Star guiding the project.
But it's not just about me. Aligning everyone's vision is key. So, I work closely with Heads of Marketing, Content, and the Executive Producer to understand the series' unique edge, competition, cast dynamics, and other secret ingredients. We brainstorm, tweak, and refine until we have a concept that sings.
Speaking of singing, two seasons were filming simultaneously! So, I teamed up with Stockholm Creators to develop not just one, but two concepts: a polished gem for season 1 and a more visionary, conceptual approach for season 2. We iterated based on the brief and everyone's feedback, ensuring every detail resonated.
Finally, the moment of truth: presenting four killer concepts to stakeholders and the production company.
The Shoot
Green light from stakeholders? Awesome! Time to make the magic happen. We hired a top-notch photographer and partnered with the production company to nail down shoot dates, wardrobe that stole the show, and makeup that transformed the cast.
It wasn't a walk in the park - with a large cast, press requests flying in, and two full days of shooting. But fear not! My meticulously crafted shoot deck kept everything running like a well-oiled machine. And the best part? Positive feedback from the cast and crew! Talk about a director's cut of pure satisfaction.
Design & Delivery
The real test? Capturing the heart of the series in just a few seconds. I teamed up with a freelance producer-extraordinaire to craft a teaser and trailer that sizzled. We wanted to show off the exciting new themes in season two, but still keep a familiar hook for fans who adored the first one. Think of it as a delicious preview that left everyone wanting more.
And the launch? Let's just say it was epic. The series landed a spot on primetime TV across Scandinavia, with eye-catching out-of-home campaigns turning heads everywhere. Plus, our awesome assets fueled launch events and press coverage, creating a real buzz.
