The Boys S1

Pop culture is saturated with superhero stories, so a series that skewers the genre is bound to attract attention. But how best to introduce this story to audiences, where a corrupt government promotes propaganda to conceal the superheroes’ violent and immoral actions, and a vigilante group of humans vow to stop them? The answer: pretend it’s all real.

With a series of custom shoot concepts, our campaign teased the elements of this new world: The shadowy, government-backed Vought International, a population obsessed with superheroes, and the rampant greed of corrupt superheroes, complete with product endorsements to cash in on their fame. 

By presenting the story as happening in our present-day world, without over-explaining it or treating it like a typical TV show, these teases created curiosity and intrigue, setting the stage for the onslaught of clip-based teasers that delivered on the genuine action and dark humor of the story.

CLIO ENTERTAINMENT AWARDS 2019 (Bronze)
TELEVISION / STREAMING: INTEGRATED CAMPAIGN