INTEGRATED
CAMPAIGN
AS A CHARATER
STUDY
FEEDBACK is a limited mystery/drama series following Kania - a washed-up rock star with addiction issues - on a frantic journey to solve the mysterious disappearance of his son.
So, rather than making another TV show campaign, we introduced audiences to the many facets of Kania’s personality, one medium at a time.
KEY ART
To portray the psychological complexity of Kania's downfall through a single image, we turned to a simple, yet arresting visual idea — we used an on-set photo for a dramatic portrait multiplied and layered to evoke a feeling of falling into the abyss. This visual language informed the entirety of the campaign.
KANIA CULPA
To introduce Kania to the Polish, predominantly Catholic, audience, we drew on the concept of Catholic guilt. We made the antihero repent in words every Catholic understands – the Penitential Act, also known as Mea Culpa.
"Through my thoughts,
my words,
my actions, my neglect,
my fault, my fault,
my most grevious fault"
Penitential Act aka Mea Culpa
FACING
THE TRUTH
To convey Kania's internal conflict, we crafted two multilayered portraits - one normal, one bruised - with carefullly chosen media placements so they face each other.
URBAN
PARANOIA
When you lose everything, everyone becomes a suspect. Through digital OHH, we brought Kania out to the streets for a frantic scan of the passers by.
MANIA
Desperate, Kania broke the 4th wall to bother and terrify people online via a series of intense Youtube pre-rolls and IG stories.
BOOK
REISSUE
The limited series is based on bestselling book by renowned author Jakub Żulczyk, whose personal struggles with alcoholism inspired the character. We designed the reissue of the book to align with the campaign - the book redesign was then published in 11 countries.
THE CREATOR
MEETS
HIS CREATION
Finally, we "arranged" a meeting between the author and a character of his creation, allowing the antihero to confront his creator. The result is an alchemy of our script, improv and some edit room magic. We wrote, directed, edited and post produced the piece.
"At least you're alive."
Jakub Żulczyk, the show's creator
NETFLIX
"FEEDBACK"
SCOPE
Integrated Creative Development
Key Art Design
Book Design
Copywriting
AV Concept
AV Edit Spot
AV Edit Social Videos
Special Shoot Video Concept
Special Shoot Video Production
Special Shoot Video Direction
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