Historical Horror Meets Original Series Branding
Prologue - This is one of my earlier works, and I’m proud of it not just for the creative execution, but for the process that got it approved. It required vision, persistence, and the softer skills of negotiation and collaboration to make it happen.
At the time, WGN America was preparing to launch its first original series, Salem, and the marketing team was searching for a promotional concept that would break through the noise of an already crowded supernatural TV market. I was inspired by historical “ducking stool” punishments—viewed here through a witch’s own, unnervingly calm perspective.
Knowing the network often leaned toward agency concepts, I proposed that all teaser ideas be presented “blind” to the showrunners and executives—no names attached—so decisions would be based purely on merit. My concept won.
Challenge
How do you create buzz-worthy promotional content for a network’s first original series while setting it apart from the glut of supernatural-themed TV shows? The concept needed to be memorable, rooted in history, and aligned with the series’ supernatural premise.
Strategy
Creative Vision
- Developed the “Ducking Stool” concept, reimagining a historical witch trial punishment from the witch’s underwater perspective.
- Subverted the expected victim narrative, portraying supernatural composure rather than distress.
- Designed an authentic period apparatus paired with modern, cinematic execution.
Historical Innovation
- Conducted historical research on Salem-era punishment methods.
- Blended historical accuracy with atmospheric, horror-inspired cinematography.
Network Positioning
- Crafted a promotional piece that elevated WGN America’s first original series to “premium” status.
- Differentiated from other supernatural series by fusing historical realism with psychological tension.
Execution
Concept Development
- Built a period-accurate ducking stool for underwater filming.
- Collaborated with talent to capture an unflustered, eerie performance.
Production Strategy
- Provided cinemagraphic guidance to create the correct mood and tension.
- Coordinated between prop builders, cinematographers, and post-production teams to maintain historical detail while amplifying the supernatural tone.
Leadership Impact
- Guided the creative vision from concept pitch to final execution.
- Fostered a collaborative approach with network stakeholders during a pivotal brand-defining moment.
Results
- Contributed to a premiere audience of 1.52 million viewers, WGN America’s highest-rated telecast since 2007.
- Established WGN America’s credibility as a premium content creator.
- Created one of the most memorable promotional spots for the network, setting a precedent for innovative historical horror marketing.
Learnings
- Historical Authenticity: Research-driven creativity adds weight and credibility, even in supernatural contexts.
- Perspective Innovation: Unique visual points of view, in this case, an empowered female, can transform familiar historical references into emotionally compelling narratives.
- Strategic Positioning: Bold creative choices can elevate a network’s positioning during critical brand launches.
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