THE SINNER
One of USA Network's biggest premium drama's, The Sinner is a limited series event where each season revolves around a different murder. For season 3, the challenge was capturing the attention of fans without revealing what the murder actually was. We kept the high stakes and intense drama the show is known for while adding a thriller element and keeping mega star Matt Bomer front and center in all marketing.
Campaign Collaborators: Ricky Barlis, Buddha Jones, Peter Gatto, GNAH Studios, Ken Liew, Robyn Matters, Amy Politi, Whitney Shin,
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TRAILERS
Since we couldn't reveal the murder, which was the inciting incident for the entire season, trailers relied on tone, star power, and the element of mystery instead of premise. They proved to be a hit among the fans who actively took their theories to social media.
TRAILER: WHAT HAPPENED
For the main trailer, we literally have the audience ask "What happened?" while dropping clues all throughout to add intrigue to the intensity of the spot.
TEASER TRAILER: CONTROL
Released before the main trailer, this teaser focused on the auspices involved in the show and the new shift to being a more intense thriller than previous seasons.
KEYART
We broke precedent set by the other seasons' keyarts by including both the season's murderer (Bomer) as well as Bill Pullman, the returning detective and fan favorite. We wanted to highlight the twisted relationship they develop during the season's cat and mouse game, while keeping the visual language similar to season one and two.
PROMOS
We created different promos based on a variety of campaign pillars and audiences that we wanted to hit. Some promos were heavy on auspices, others critical acclaim, some tone and mystery, and were A/B tested with digital audiences.
TRAPPED (:30)
GAME (:30)
QUOTE (:30)
MID-SEASON HYPE (:30)
TEASES
Many teases were made in a variety of styles to target different demographics. Below are examples that target fans of previous seasons, fans of Matt Bomer, and some premise setting narratives.
S1/2 Focused
Bomer Focused
Hype Focused
Narrative Focused
DIGITAL FEATURETTES
Supplemental videos we released on digital and VOD platforms to both highlight the cast and build out the world of the show. All videos had a social version, and most had on-air cutdowns.
SEASON OVERVIEW
With a complex story and heady themes, this longer format allowed us to go more in depth about what this season had to offer and gave fans an extended first look.
JESSICA BIEL AS EXEC PRODUCER
Fans of the show were enraptured by Jessica Biel's performance in season one, so it was important to continue to hype her involvement in the show as an executive producer and get her insight into the new season.
SEASON 3 THEMES
A big theme for season three was dangerous fatal attractions between characters and toxic relationships. This video gives a deeper look at what is so thrilling about exploring these themes.
DETECTIVE AMBROSE FEATURETTE
As the returning favorite, we created this video for fans of Bill Pullman and his character Detective Ambrose, to highlight where his character has been and tease where he is going.
SUPERTEASE & EPISODICS
Weekly promotion for the next new episode.
Supertease
Episodic 303
Episodic 305
Episodic 308
INSIDE THE EPISODES
A weekly, in depth look at every episode for VOD and digital platforms utilizing interviews with the cast. Here is the breakdown for episode 301.