Based on the acclaimed graphic novel series by Rick Remender, Deadly Class was a premium series on SYFY that brought the comic book to life. Executive produced by the Russo Brothers (Avengers: Endgame), and set against the punk backdrop of 1980s San Francisco, the show was about an underground school for assassins that perfectly blended dark teenage drama with intense action. I was the lead creative director on the campaign, welcoming fans to their freshmen year at Kings Dominion with over 100 pieces of video content.
Campaign Collaborators: Ricky Barlis, Black Spot, Bond, Liza Bruno Buddha Jones,York Capistrano, Peter Gatto, Kittens Cathy Lee, Ken Liew, Robyn Matters, Tom Neff, Whitney Shin,
Jiva Smith, We Are Royale, William Wang
TEASER TRAILERS & TRAILERS
There were a variety of different audience profiles that were targeted for this show and each had different themes that we wanted to create content around. For each phase of the campaign rollout, we would launch a teaser trailer and main trailer that complimented each other to read the widest possible demographic of potential viewers possible. Music was a very important part of the campaign, in order to capture the spirit of the show, licensed music was integral.
TRAILER #1: FIGHTING CHANCE
The first trailer focused on premise settings, educating the audience about the world of Deadly Class while setting the punk rock tone for the rest of the campaign.
TEASER TRAILER: JUST SAY NO
This teaser trailer was all about the rebellious attitude of the latchkey kids in the 1980s. A little more conceptual than the main trailer, we wanted this piece to be a rush of adrenaline.
TEASER #2: SURVIVE
Our second main trailer wanted to introduce much larger personal stakes for our protagonist as well as focus on the teen drama audience, while keeping the action at the forefront.
TEASER TRAILER: RULES
With the second full length trailer going a bit more personal with younger audiences in mind, we wanted this teaser trailer to do more world building and have a bit more of an attitude, with a focus on dark humor and high energy.
Since this show was based on a graphic novel, the main keyart had to be illustrative and vibrant, while keeping in line with the show's tonal edge. The eye-popping pink helped Deadly Class stand out on billboards and at cons, while the each signaled something unique about the show.
Our secondary keyart had the cast in their street clothes, highlighting more of the action and danger than the main keyart.
We blanketed the air and social platforms with a variety of promos, all targeting different audiences. Every promo kept in line with the main themes outlined in the campaign strategy, but focused on different elements of the series to maximize audience interest.
BINGE SEASON 1 (:30)
NORMAL IS DEATH (:30)
MAGICIANS COMBO (:20)
We wanted to welcome press to Kings Dominion as if they were a newly enrolled student themselves. We sent a branded backpack full of custom items from the show, including newspaper clippings that introduced characters, custom Polaroids of the cast, a bluetooth speaker shaped like a cassette player, the Deadly Class graphic novel, a journal, and most importantly a hard bound yearbook full of information.
NOMINATIONS, AWARDS & RECOGNITION:
2019 PromaxBDA, Silver
Supplemental videos we released on digital and VOD platforms to both highlight the cast and build out the world of the show. Almost every video below also had social versions customized for each platform.
Lana Condor was a breakout star during the promotion of this show, and to introduce her fans to a character they were not accustomed to seeing her portray, we created this digital series that juxtaposed Lana's normal demeanor with that of her assassin counterpart.
KINGS DOMINION ORIENTATION VIDEO
Set in the world of the show, we shot this custom piece as if it was an orientation video students would see on the first day, spliced with footage from the show to add a sense of danger.
This series asks the cast what superlatives their characters would win in the world of the show.
THE NEWLYFRIENDS GAME
The cast developed some unbelievable chemistry on set and fans responded to that, so we decided to put them to the test in this newlyweds style game.
Dozens of teases were made in a variety of styles to target different demographics. Below are examples from three categories.