My Role: Creative Direction – Strategist

Challenge

According to research nearly half of Independent Lens viewers weren’t aware that it was a series with multiple episodes.

Our mission was to get consumers to see us as a  place that brings audiences the best documentaries to television, every week as a curated showcase and inspire conversation beyond broadcast. 

Solution

To create a campaign that portrays real people with real stories and issues that make a community feel inspired and connected beyond their screens.

A great visual way of doing this was to literally show our great content sticking with its audience, which became the genesis of our tag line:

Great documentaries stay with you.

A clear display of how stories stay with us in everyday life.

Results

This season of Independent Lens is the highest rating series yet with an 11% increase in viewer ratings in the targeted demographic and younger.

Award: 2017 Telly Award Bronze General-Documentary: Individual for TV Shows / Segments

 

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