My Role: Creative Director - Strategist 

Challenge

Sundance award nominated Newtown, explores the aftermath of the Sandy Hook mass shooting our objective was to get the audience to see how a community copes with an unspeakably traumatic tragedy.

Solution

This campaign was one of the most delicate subject matters I’ve personally come across.

We really had to re-think our traditional approach and keep in mind that this is one of America’s worse tragedies with real people and their grief in our hands.

We took a very sympathetic approach to this and directed the campaign more about the strength and reliance of the town opposed to the loss and victims.

Results

The broadcast 0.73 Household average rating, with a cumulative total of 1,940,000 viewers.  That's the highest number of cumulative viewers so far this season.

Our social media reached over 3 million views on our additional content.

Awards 

2017 TELLY AWARDS BRONZE

General-Public Interest/Awareness for Promotional Pieces