Discovery+ needed to reimagine the campaign for the fourth installment of the Ghostober stunt highlighting the spooky and paranormal programming playing throughout October with a versatile concept that could span from family friendly to frightening.
Horror comics and pulp novels carry the ability to strike fear, but also have a lighthearted feel. A nostalgic style based on these pulpy inspirations carried through the entire campaign, from the special shoot concepts and writing, to illustration and animation. With this unifying concept in place, we built a cohesive design package, series of spots, digital, and key art to spread the word about the wide variety of content available under the Ghostober banner. The versatility of the campaign works well for family friendly programming like Food Network’s Halloween Wars all the way through the terrifying stories of Eli Roth’s A Ghost Ruined My Life.