Entertainment / Horror
Tales from the CryptPremiere Campaign
Senior writer with Campfire on the pitch to relaunch Tales from the Crypt for TNT. The brief: build horror credibility and get the fanbase sharing the scares ahead of the M. Night Shyamalan reboot that sadly never rose from the grave (R.I.P.). With high expectations, we sharpened our poison pens and answered in the Crypt Keeper's own voice.
Role
Senior Writer
Client
TNT
Discipline
Entertainment / Horror
Reviving a horror icon on a network nobody associated with horror
TNT was bringing Tales from the Crypt back from the dead, and the obstacles were real: fans tied the show to HBO, not TNT; the premium-horror crowd already had a hundred places to go (Reddit, Blumhouse, Fangoria, Bloody Disgusting); and the reboot hadn't even been shot yet, so there was no “look” to lean on. We had to build credibility from nothing, and make fans care before there was anything to watch.
“There's nothing we can't make scary. The world is our canvas and terror is our art.”
Lean all the way into the Crypt Keeper
The franchise's secret weapon was its host: a pun-cracking, macabre showman who served revenge ice-cold and made horror fun. So we wrote in his voice, dark comedy, gleeful menace, a wink behind every scream. The whole world became his playground.
Surge and Flow
We built a year-long content engine to grow an engaged fanbase from announcement to premiere: big “surges” — stunts, story events, conventions — punctuating an always-on “flow” of social content, short videos, sweepstakes, and contests. Keep the fans fed, keep the dread building.
They'll never see us coming.
Year-long
content engine from announcement to premiere
Surge + Flow
big stunts punctuating always-on social content
Horror cred
built from scratch on a network nobody associated with horror
Senior writer
I wrote the pitch in the Crypt Keeper's voice, the puns, the dread, and the year-long story engine behind them.
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