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Every Ending has a Beginning

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Investigation Discovery, the leader in true crime storytelling, wanted to develop a campaign to establish their network as America’s #1 true crime network, without leaning on re-creation footage from their programming.


ROLE:  Concept, Creative Director, Director




During the brainstorming process, I came across a series of historical crime scene photographs shot from directly above, not something normally seen during this period. The combination of unique angles and the unabashed content made them oddly compelling. My curiosity led me to research how the photographer rigged the camera to capture the scene.



The four day shoot was divided into two tightly packed studio days shooting with a crane and two days of on-location photography with a drone. This project is a great example of how amazing talent came together to produce a unique, eye-opening campaign.


The full TV campaign consisted of three image spots and a series of five standalone network idents. The campaign won a Clio Award and was one of Promax’s Top 10 Hot Spots.

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