A Decade-Old TV Promo Holds Lessons for Big Ideas in B2B Content

Nearly 10 years ago, I produced and edited promos for The CW's lineup of dramas. Revisiting one of my ads reminded me of the power of a big, creative idea - something vital even with today's limitless production capabilities.

The promo hyped an episode of Supernatural featuring old horror movie monsters come to life. I gave the visuals an old-timey, sepia look with grainy effects to evoke a retro Boris Karloff vibe. The sly copy played into this aesthetic: "The Werewolf is a Myth, the Mummy is a Fairy Tale, Dracula is just a movie, and Movies can't hurt you...Can They?" It was kitschy yet effective, marrying concept and execution. I felt proud of the integrated stylistic approach.

Now, producing brand content, we have boundless technological possibilities. But the crucial ingredient remains that initial creative spark - the "big idea" that elevates a piece from flat to impactful. A robust idea, combined with the latest production techniques, is unstoppable. The retro charm of that old promo reminds me to always lead with creativity as we develop campaigns. 

Watch the CW Supernatural promo here. 

 

 

Posted: 09/08/2023