True-crime network Investigation Discovery partnered with Boston-based Viewpoint Creative to literally “rip the roof off” viewer expectations for the kind of content the channel offers.
The spot is shot from above with continuous camera motion, linking together a variety of crime tableaus that the channel covers. Across a three-day shoot, Viewpoint Creative gathered footage for :60, :30 and :15 second spots, a series of network IDs and content for the network’s social platforms.
“The Investigation Discovery viewer experience is one that engages the mind and the heart,” said Doug Seybert, SVP, Marketing, Investigation Discovery, in a statement. “ID fans enjoy the challenge of solving the mystery and relish a glimpse into the criminal mind, resulting in an emotional journey through our powerful storytelling. This campaign captures that immersive quality, giving our fans unparalleled access into the genre.”
“We always try to look at things from a different perspective,” said Dave DiNisco, Viewpoint Creative Director/Creative Director, also in a statement. “As we developed our strategy and did our research, we came across some early 20th century crime scene photos where police photographers used large tripods to hang the camera far above the victim. It was shocking and completely riveting. We knew this was the way to go and would set ID apart.”
CREDITS
Client: Investigation Discovery
SVP, Marketing: Doug Seybert
VP, Strategy: Nellie Ryan
Senior Creative Director: Matt Kendis
Senior Director, Marketing Production: Kyle Russell
Creative Directors: Carrie Sullivan, Gregory Stein
Art Director: Jennifer Green
Sr. Photo Brand Manager: Michele Martuscello
Writer/Producer: Cassandra Bowen
Agency/Production Co./Post: Viewpoint Creative
Executive Creative Director: Michael Middeleer
Sr. Creative Director: James Coulson
Creative Director/Director: David DiNisco
Creative Director/Copywriter: Liz Breen
Director of Photography: Nathan Swingle
Drone Operators: Keith Soucy and Justin Marx
Set Designer: Larry Sampson
Line Producer: Mary Bosley
Compositor: Justin Owens
Editor: Jack Sheehan
Colorist: Evan Griffin
Mix: Todd Hrinda
General Manager/Executive Producer: David Shilale
Agency Producer: Penny Benatovich
Associate Producer: Anny Din