Zero Day - "TRUTH HAS BEEN WEAPONIZED."

Originally slated for launch ahead of the 2025 election, the strikes pushed the show debut to just after inauguration 2025. We had to create an adaptive campaign without knowing who’d win the presidency, tiptoe around uncanny parallels of an administration that would never take office, and ensure the political thriller resonated at a time when everyone in the US was already sick of politics. I led the campaign and worked closely with policy and comms to ensure we never crossed any lines.

Roles: Client (Campaign Lead), Concept/Script Writer (Action Figure Jingle, FUBAR Mode Script, Arnoldstalgia, Largest Action Figure, Radio)

Results: #4 Most Viewed Show of 2025, #1 Political Drama Ever, Emmy Noms for Directing, Cinematography & Sound despite mixed reviews (64% RT)

Teaser Trailer & Poster

We teased the Zero Day attack itself without getting too politica and highlighted our stacked ensemble of A-list talent to hype fans ahead of the election.

Our teaser poster hinted at the paranoia and serious subject matter at the core of Zero Day while still maintaining mystery and highlighting our full cast.

Trailer & Hero Art

Our trailer goes deeper into the conspiracy theory elements, hinting at the idea that maybe Mullen doesn’t have a real grasp on reality. The truth becomes cloudier.

Our main key art featured De Niro front and center with a hint of losing touch with reality with the melting flag pin long with our full cast run.

Now Playing Trailer

At launch we expanded on the conspiracy elements and Mullen’s mental faculties with this custom :30 that imagines our main character hallucinating the talking heads talking back to him. Inspired by a quick moment in the show featuring Dan Stevens, we expanded on it with custom footage of Angela Bassett and Dan Stevens pushing the message further. The concept was mine and I wrote the first draft of the script finessed by showrunners.

Anti-Mullen PSA

DeNiro’s political views are not a secret, so we embraced his controversy by painting him as a villain for more conservative audiences. We used the voice of The Lincoln Project to create an anti-Mullen ad that really resonated and intrigued our more right-leaning fans. It went viral on Facebook with over 2 million views.

Paid Social Attack Ads

In paid social, we created arresting in world “attack” ads that made it feel like the Zero Day attack was happening in real time to your social feeds.

Extended Art & OOH Suite

A robust OOH buy with both static and digital. We brought the search for the truth to Washington DC with a full takeover of Union Station as well as arresting Sunset and NYC takeovers and sequential buys. We also created character art for all of our A-list talent.

Who Killed Bambi?

We partnered with the Sid Vicious’ estate for an intriguing post over launch weekend. Their iconic song plays whenever Mullen starts to lose touch with reality.

Agency Partners: Mark Woollen & Associates (AV), Percival & Associates (Art/OOH), Johnny ONeil (Editor of Mullen PSA)

Netflix Partners: Cari Smith (marketing), Angel Van Der Biest Arocha & Cyrus Ghahremani (social),

Due to a reorg, I did not lead S2, and the show was cancelled. Just saying...