SWEET TOOTH - “The END OF OUR WORLD IS THE BEGINNING OF HIS."

A post-apocalyptic fairytale based on the beloved (yet relatively unknown) DC comic by Jeff LeMire, produced by Susan & Robert Downey Jr. The IP didn’t have much awareness, so we focused our marketing efforts on imagining what it’d be like if hybrids really did appear in our world after a pandemic. From an animatronic owl boy to front page news, the hybrids are here.

I wrote the campaign strategy, tagline, finalized the title treatment, key art and concepted several viral stunts for the show before leaving the series team to found the animation team.

Roles: Client (Campaign Lead), Conceptor & Writer (Tagline, Hybrids In Real Life, Hybrid Front Page News, Save The Hybrids)

Results: Renewed for S2 & S3, Netflix’s Most Viewed Video on Social EVER

Hybrids In Real Life - A VIRAL HIT

Netflix’s most viewed video on social EVER, this purely organic post went viral with 30MM+ views across platforms. It was such a success, Wednesday did it again with Thing the year after.

HYBRID FRONT PAGE NEWS

Inspired by the classic bat boy headlines in the tabloids, we partnered with newspapers and magazines to create our own spoof front pages. The USA Today advertisement disclaimer was a bit too small and the fake cover earned criticism for blurring the lines too much between advertorial and editorial. However, the story went viral with lots of press and influencer coverage. It also made it onto Snopes.

SAVE THE HYBRIDS

We created a small PSA campaign to make it feel like the hybrids really had the support of a Sarah-McLachlan-esque foundation, complete with emotional video & wildpostings.

Key Art

Due to COVID locked of New Zealand, we had to find a photographer who was already on location. I found photographer Mark Carter in Lurzer’s Archive and hired him to shoot all of this remotely while we dialed in at 3AM from LA. He had never shot an entertainment project before, but his conceptual eye was very strong and he did an amazing job. The team hired him for every season after that.

Agency Partners: Art Machine (Art, OOH), Trailer Park (AV), WhoIsTheBaldGuy? (Hybrids In Real Life)

Netflix Partners: Ali Feinstein, Cassie Trellegas