STRATEGY | CREATIVE DIRECTION

One of the biggest challenges when approached with an anthology series like The Sinner is re-energizing an audience of devoted fans who were loyal to the previous seasons. Without the star-power of Executive Producer Jessica Biel, we relied on the familiarity of Harry Ambrose, a beloved character of Season 3 to build hype and engage the fans in the pre-premiere phase.

Season 4 is set in the foggy, tight-knit seaside town Hanover Island. In order to lure users into the moody universe, we leaned into graphic elements that matched the environment of the island. Hazy grain, smoky blue fog, mossy forest and cliffs overlooking a stormy sea laid the visual foundation for the campaign.

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