Stitchers was ABC Family’s first foray in developing creative for a procedural series and its first sci-fi drama. We explored multiple innovative directions for key art in a more conceptual, theatrical style than was previously utilized at the network. I directed the completion of two versions of creative, allowing us variety in branding the various components of the marketing campaign that encompassed more tactics than ever before.

The off-air campaign was completely aligned visually with on-air strategy. I maximized the asset components by shooting both photo and motion video during the key art shoot for later use not only in on-air, but also in digital and digital OOH as well. Overall, the approach was darker and more intriguing than any series previously on ABC Family and garnered a new audience for ABC Family.