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“In this world we live in, it’s hard to trust your neighbor anymore,” croons the singer as the above spot opens with typical scenes from middle America. But as the spot goes on, things grow darker and more tense.
“Evil can come in and change everybody’s life,” says one interviewee in Investigation Discovery’s Murder in the Heartland, which investigates murders that take place in America’s seemingly sleepy small towns.
In partnership with ID Supervising Producer Ki Yi and the team at Warner Bros. Discovery’s streaming service, Max, Silver Spring, Md.-based AlterEgo wrote and edited the season-six launch for ID’s true-crime entry.
The launch creative is driven by a lyrical music track licensed through partnership with Universal Production Music. Creative Director Erica Kern, Senior Writer/Producer Megan Gygax and Editor Hannah Panos set out to find a track that would perfectly juxtapose the campaign’s core concepts. The track’s initial happy-go-lucky tone contrasts against the dark stories that start unfolding before our eyes.
Pacing was key to building intensity and tension with Panos’ music editing skills taking the stage as she supplemented drums in the back end to raise the tension, while sound designer and mixer Tyler Proctor elevated the piece with an ominous soundscape.
The new season of Murder in the Heartland premieres Wednesday, November 15 on ID and will be available to stream on Max.
CREDITS
Client: Investigation Discovery
SVP, Head of Marketing of TLC, ID & OWN: Jennifer Jakowicz
VP, Brand Creative and Multi-Platform, TLC & ID: Jeff Rave
Supervising Producer: Ki Yi
Marketing Manager: Chris Leavy
Director, Production Management: Christy Carr
Agency: AlterEgo
Executive Creative Director: Heather Roymans
Creative Director: Erica Kern
Senior Writer/Producer: Megan Gygax
Editor: Hannah Panos
Editorial and Production Assistant: Nathan Peoples
Sound Design and Audio Mix: Tyler Proctor