lovecraft country Ad Concepts
from the mind of Kristina Ashley Williams
#CraftLove
experiential + DigitaL
Objectives:
The client’s goal was to build awareness for the show’s season premiere.
The challenge was to appeal across genres, age range and cultural demographics of the audience.
Solution:
My approach was to create a UGC campaign that produced curiosity and share-ability to build show awareness through network-effects. I did this by designing social media filters for the audience to interact with online and share images of themselves virtually dressed as one of the characters from the show like Hyppolyta’s Blue Hair, Diane’s Negro League Baseball Hat, and Let’s Mugshot photo.
Results:
Currently manifesting this hypothetical concept into reality
Monsters
Guerilla + experiential
Objectives:
The client’s goal was to build awareness for the premiere of the movie based on the TV show based on the book.
The challenge was to excite existing fans and spark curiosity to attract new ones.
Solution:
My approach was to provoke intrigue in 2 ways: 1) Produce a IYKYK experience for existing audience members and 2) produce a FOMO experience to attract new audience members. I did this by utilizing supporting characters in the show that would be familiar to the fan base and spark intrigue in everyone else. This included having creating experiential campaigns in public plazas where Topsy and Bopsy would dance around unsuspecting patrons, placing a larger than life photo-op statute of the Shoggoth in the courtyard, and making a pop-up backdrop to experience Ardham Lodge. Audience members will use the hashtag #LVCMonsters to share their images online producing network-effects to build awareness for the premiere.
Results:
Currently manifesting this hypothetical concept into reality
Snapshot
Digital
Objectives:
The client’s goal was to produce an impact campaign to show support for artists, aligning the show’s unique ethos as a cross-genre, cross-generational masterpiece.
The challenge was to incorporate the art found in the show and use it as an opportunity to educate and inspire creativity.
Solution:
My approach was to create a UGC campaign that would build show awareness by showcasing the creative talent of the show’s fanbase. To do that, I designed a campaign for audience members to create unique interpretations of art-based scenes found in the show. Network-effects was produced as audience members shared their creations online, producing not only show awareness but education on the original artists and their cultural significance.
Featured works are by photographers Gordon Parks & Margarette Bourke-White.
Results:
Currently manifesting this hypothetical concept into reality