After the golden globe success of Mad Men
AMC ventured out to create a new series titled Breaking Bad
They produced a beautiful pilot for the series, starring Bryan Cranston,
directed by Vince Gilligan.
So far so good. The problem is just that AMC
is naturally regarded as a family channel
while Breaking Bad
revolves around a
meth cooking high-school teacher. Therefore AMC
didn't want to advertise this pilot largely –
however, they needed the required quotes to get the series rolling. The talented advertising
contacted us through Unit9
and together we created a concept to solve the situation.
Our solution was to create an interactive trailer, a website which would trigger curiosity, while not
giving too much of the plot away, nor the fact that Breaking Bad
is about drugs.
It had to be mystical and chaotic, as was the life of the protagonist
of the series. We achieved this through narrating a random story, by fusing together clips from the pilot
and interactive objects, which reflect breaking points in the protagonist's life.
We decided to shoot everything on camera and avoid slick computer graphics to keep the visual sensation rough and realistic.
Part of this was also to build a four meter wide desert model where we used to shoot the outside scenes.
The whole production was finalised within only eight weeks and the result topped all expectations. The buzz around
the series spread thanks to hundreds of blogs mentioning our campaign and the pilot reached the needed quotes.
Since then, two following seasons have been produced; Breaking Bad
has received widespread critical acclaim,
particularly for its writing as well as Bryan Cranston's and Aaron Paul's performances, has won
four Emmy Awards in addition to numerous other awards.