Penny Dreadful is Showtime’s psychosexual horror series that peeks into the shadows of 1890s London and reveals that "there is some
THING within us all." Some of literature's most terrifying figures, including Dr. Frankenstein and his Creature, Dorian Gray, and iconic figures from the novel Dracula are lurking in the darkest corners of the city. They are joined by a core of original characters in a new narrative filled with alienation and dread.
To help build a fan base and generate awareness for the series, Showtime and our agency worked closely together to develop a multi-channel digital campaign that sent chills down the spine of the online audiences. As part of a large ensemble of insanely talented and passionate colleagues, I supported our team with Design Direction on multiple touch-points throughout the campaign to help bring this dark world of deathly desires into the digital realm. We created Penny-Dreadful.com - an immersive, fully responsive multi-screen digital product that works seamlessly across devices full of intriguing interactive objects related to the show’s characters, situations and themes. Each element of what we call a “mega-site” has a darkly unsettling story to tell, and social share tools to help spread the dread.
Our UX/UI design strategy established an invisible content grid that appeared unsettled and a little peculiar, all while responding to proper device breakpoints. Each asset flowed across a perfect grid of chaotic interactions that could be individually explored and shared across social media. Throughout the life of the campaign, we featured episodic content on the site and social channels that teased the fans as to what would happen next. An interactive map of 1891 London provided a way for fans to digitally explore a guide to the physical locations of the dark and strange events in Penny Dreadful.
Additionally, working closely with Showtime’s B2B teams, we created an online advertising campaign, complete with rich media executions, email newsletters and industry print ads.
PENNY DREADFUL / DIGITAL CAMPAIGN TEAM
Glenn Sanders, Group Creative Director
Miguel Caballero, Creative Lead/ACD/Writer
Garrett Warren, Sr. Art Director
Ryan Calimlim, Social Media Art Director
Mark Gierl, Designer
Katie Hodges, Digital Producer
Brad Burris, UX/UI Design Direction
Emily McCammon (Smith), Associate Director UX
Pavel Zagoskin, Lead Developer
Danny Duong, Developer
Rachelle Gray, Developer
