Home of True Crime | Netflix

co-creative director, Movement Strategy, 2021

Webby, Best Social Use of Video; Silver Clio, TV Series Social Content Campaign; Bronze Clio, TV Series Social Media Craft

Winning two Clios, a Webby, and multiple Shorty Awards, the Home of True Crime was a one-of-a-kind Netflix campaign. After the breakout success of Tiger King brought style and levity to true crime, making a once-marginal genre a cultural sensation, Netflix sought to assert itself in the space. We turned a title slate announcement into a full-on brand identity campaign, building a literal Home of True Crime with VMA-winning director Tanu Muino. A physical home replete with clues and Easter eggs for ‘armchair detectives’ to parse through across social media and an interactive site won Netflix features across major media and helped give new shows Bad Vegan, Tinder Swindler and Trust No One the Tiger King shine.