The Challenge
Adapt a US series and its title strategy for the German-speaking market, and create a locally-relevant marketing campaign.
Audience
Fans of psychological thrillers, relationship dramas and character-driven mysteries.
Creative Response
The creative was built around a simple insight: Every relationship has two sides to the story.
Rather than producing a traditional teaser, I helped develop an immersive audio experience that encouraged audiences to experience both perspectives simultaneously. Joe’s version of events played through the left headphone, while Beck’s played through the right, creating a trailer that changed depending on how the audience listened. The execution transformed a central theme of the series into the creative idea itself, inviting audiences to question whose version of the story they believed.
My Role
Leading the Netflix YOU campaign in Germany, Switzerland and Austria, the campaign included social, print, OOH and production of the teaser trailer from concept through delivery, including managing production, and commissioning bespoke performances from the German voice actor actors in the series.