Alibi is a non-linear murder-mystery drama that launched exclusively on TVNZ OnDemand. Created to be watched in any order, each episode focuses on one of the 6 different suspects. A finalé episode reveals the truth about what happened to the young Jodie Hunter.
To communicate this, we created a suspect launch promo spelling out the proposition of the show without getting into any detail about the characters or their motivations.
A transmedia social media was developed in collaboration with the show runners. This was essential in order to produce a Facebook page for the fictional town of Awatahi - the setting where the story of Alibi takes place.
The page is run by an unethical hack who tries to capitalise on the tragic death of Jodie Hunter in order to raise his profile as a alleged “journalist”.
We teased the audience further with Character Promos, in order to reveal a bit more about each of the suspects.
Out of home billboard creative was developed to illustrate that each of the suspects is an unreliable witness, lying to protect their respective secrets.
Large Format Digital Billboards
The Character Promos were adapted for use on Instagram, providing even further cut-through using the strikingly intimate portrait footage shot specifically for the promos.
We topped this off with a Story Promo to further contextualise what the show was about.
Portrait photography by Charles Howells http://www.charleshowells.com