Mr. Mercedes S1, FYC Campaign
Mr. Mercedes, is an AT&T Original Series on Audience Network and is based on Stephen Kings “The Bill Hodges” Trilogy Mystery Novels.
In 2018, the Audience Network and AT&T loosened their purse strings, and requested that we develop an additional EMMY Kit that was exclusive to Season 1 of Mr. Mercedes, and independent from the Audience Network's all inclusive version. The EMMY Press Kit is an essential component in the judging process, nominations and wins. It is sent to thousands of judges who are television professionals from around the country, so it needs to stand out from the rest. Despite tight production specification from the EMMY committee, I was able to design an alluring kit that was well branded and communicated the underlying psychological games, played out between the two main characters, Hodges and Brady, while also featuring the talented cast.
The look and feel of my design, crossed over into a full FYC advertising campaign for Mr. Mercedes Season 1, which was featured in national magazines and out-of-home spots.
Cast Brendan Gleeson, Harry Treadaway, Mary–Louise Parker, Holland Taylor, Justine Lupe, Jharrel Jerome, Kelly Lynch, Breeda Wool, Scott Lawrence.
PRODUCER Robert E. Kelley.
CLIENT
AT&T & Audience Network
ROLE
Lead Art Director
Designer
FYC EMMY Kit
Out-of-Home Ads
Magazine Ads
Category
Print
Packaging Design
EMMY FYC
Magazine Ads
The booklet designed as a double gatefold contains a lenticular cover. It not only reveals the show’s key art, but also revels the psychological themes of Seasons 1, which are played out between Hodges and Brady, our two main characters. The quotes communicate the eerie mental games played between the detective and serial killer.
Our client wanted to include critics quotes from industry publications to help sell the show to Emmy voters. But I truly felt that to capture their attention we should also include the creators voice — Stephen King. Well, or account team pulled some strings, and Mr. King agreed. He provided a lovely letter in which he explains his motivation behind the storyline, while speaking directly to the voters. (See below).
Social Media Buzz & Out-of-Home
When designing the Mr. Mercedes out-of-home/environmental ads for EMMY season, I had a feeling that they would draw attention and find their way on to social media. To my surprise Stephen King, Breeda Wool, and influencer Tony Miros posted their pictures of my work onto Instagram — for the world to see. Totally awesome!
Whiskey-A-Go-Go, Los Angeles CA.
When creating additional marketing content for EMMY season, I used quotes and the dramatic yellow splat from the kit, and desaturated and silhouetted images of the cast in order to create a slightly different look for the out-of-home advertising campaigns.
The following ads were printed in The Hollywood Reporter, Envelope Magazine and Vanity Fair.
Additional sketches, photography and comprehensives can be made available upon request.
SVP Creative Services Roger Hyde
VP Creative Services John Vetter
Creative Director Richard Griffin
Creative Director Nicole Gunther
Senior Art Director Monica Foronda
Copywriter Michael Polovsky
Retouching Nina Marie Rambo Girod
Promotional Retouching John Grande