KEY ART
TOTAL CONTROL – MARKETING THE TV SHOW WITH A WORKING TITLE TOO CONTROVERSIAL TO MENTION
2019
BEFORE IT WAS TOTAL CONTROL, IT WAS SOMETHING FAR MORE CONFRONTING.
THE ORIGINAL CONCEPT WAS CONSIDERED TOO EXPLOSIVE FOR THE ABC’S AUDIENCE, RESULTING IN A TITLE CHANGE BEFORE LAUNCH. MY ROLE WAS TO HELP ENSURE THE SERIES LOST NONE OF ITS POLITICAL CHARGE – WORKING WITH PRODUCERS AND MARKETING IN SHAPING THE AUDIENCE STRATEGY, VISUAL DIRECTION, KEY ART, TITLES AND LAUNCH CAMPAIGN TO RETAIN THE RICHNESS, TENSION AND EXPLOSIVE SPIRIT OF BLACKFELLA FILMS’ VISION.
THIS INCLUDED AN EARLY ON-GROUND ACTIVATION AND SOCIAL CAMPAIGN IN REDFERN, DESIGNED TO BUILD AUTHENTIC COMMUNITY ENGAGEMENT AND MOMENTUM AHEAD OF EXPANDING ACROSS THE ABC’S VAST NETWORK OF TOUCHPOINTS.
LAUNCH MURAL IN SYDNEY’S REDFERN
AT THE HEART OF THE CAMPAIGN WERE COMMANDING PORTRAITS BY IAN BUTTERWORTH. CRAFTED WITH CINEMATIC PRECISION, THEY POSITIONED STAR DEBORAH MAILMAN AT THE CENTRE OF POWER, ELEVATING HER PRESENCE AND CONVEYING PRESTIGE, INFLUENCE AND CONTROL.
THE RESULT ESTABLISHED TOTAL CONTROL AS A PREMIUM POLITICAL DRAMA AND A LANDMARK PIECE OF AUSTRALIAN TELEVISION.
TITLE
TOTAL CONTROL
CAMPAIGN
ONE-SHEET, OOH AND DIGITAL CAMPAIGN, MURAL
RELEASE
OCTOBER 2019
CLIENT
BLACKFELLA FILMS
ABOUT
THE POLITICALLY CHARGED THRILLER – COMMISSIONED UNDER THE NAME “B**** BITCH” OFFERED A SCATHING EXAMINATION OF AUSTRALIAN POLITICS. AS SUCH, THE KEY ART TEASED THE POWER STRUGGLE AT PLAY ACROSS THE SERIES AND THE SYSTEMIC SILENCING AND OPPRESSION OF WOMEN IN POWER – PARTICULARLY IN INDIGENOUS RIGHTS. THE CREATIVE PROCESS INVOLVED MARKETING THE PROGRAM TO MAINSTREAM AUDIENCES WHILST KEEPING THE ORIGINAL INTENTION OF THE MATERIAL IN AN EMPOWERING WAY.
CONCEPT AND ART DIRECTION
AGENCY: ABC MADE
HEAD OF CREATIVE: DIANA COSTANTINI