RIVIERA
Creative Development and Design
The Riviera campaign for series 2 was a very exciting project with a lot of scope in the campaign for outdoor creative. The challenge was to take the campaign and design all the campaign elements for launch. Besides creative extension of the Riviera world for massive outdoor sites, I also was in charge of the print campaign (Metro, Evening Standard and the like), UI (all Sky platforms and website), buses and all other campaign touchpoints.
The bus skins had to feel as sophisticated as the shooting location, the south of France. In fact they almost needed to look like a bit of the south of france was being driven around the London (and rest of the UK) roads, in order to engage onlookers. The colours look very stylish, muted burnt gold with photographic golden hour lighting. In the original creative Julia Stiles‘ hand was covered in blood which she spread across the mirror as she looked at onlookers misteriously. The blood was ultimately removed as it didn’t pass compliance requirements.
The Enviro 400 bus model skin looked great too, perhaps the only issue with these buses is the tight spaces around the windows, a harder bus to successfully skin with key art.
There outdoor campaign also had many digital sites and iterations, this forced out hand in extending the creative wherever we could in order to give the key art more scope, this was sometimes a challenge given that our original key art was confined to a room with a mirror.
In sites like Westfield, the mirror illusion had to be extended considerably which lent the creative an even more mysterious and otherwordly quality. These required considerable retouching for large format outdoor whilst retaining the essence of our key art.
Several press images and additional unit stills were used to showcase the cast with “We All Have Our Secrets” as a main campaign tag line to bring across the intrigue between the characters in the series.
This is a very small handful of images representing the creative scope of the campaign, which which had a sizeable marketing budget. A very good example of how one can extend key art and create a larger story in order to convey the look and feel of the show even when there is just a single image spearheading the campaign.
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