NETFLIX | Feedback

INTEGRATED
CAMPAIGN
AS A CHARATER
STUDY

FEEDBACK is a limited mystery/drama series following Kania - a washed-up rock star with addiction issues - on a frantic journey to solve the mysterious disappearance of his son.

So, rather than making another TV show campaign, we introduced audiences to the many facets of Kania’s personality, one medium at a time.

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KEY ART

To portray the psychological complexity of Kania's downfall through a single image, we turned to a simple, yet arresting visual idea — we used an on-set photo for a dramatic portrait multiplied and layered to evoke a feeling of falling into the abyss. This visual language informed the entirety of the campaign.

KANIA CULPA

To introduce Kania to the Polish, predominantly Catholic, audience, we drew on the concept of Catholic guilt. We made the antihero repent in words every Catholic understands – the Penitential Act, also known as Mea Culpa.

"Through my thoughts,
my words,
my actions, my neglect,
my fault, my fault,
my most grevious fault"

Penitential Act aka Mea Culpa

FACING
YOURSELF

To convey Kania's internal conflict, we crafted two multilayered portraits - one normal, one bruised - with carefullly chosen media placements so they face each other.

URBAN
PARANOIA

When you lose everything, everyone becomes a suspect. Through digital OHH, we brought Kania out to the streets for a frantic scan of the passers by.

MANIA

Desperate, Kania broke the 4th wall to bother and terrify audiences online via a series of intense Youtube pre-rolls and IG stories.

BOOK
REISSUE

The limited series is based on bestselling book by renowned author Jakub Żulczyk, whose personal struggles with alcoholism inspired the character. We designed the reissue of the book to align with the campaign - the book redesign was then published in 11 countries.

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THE CREATOR
MEETS
HIS CREATION

Finally, we "arranged" a meeting between the author and the character of his creation, allowing the antihero to confront his creator.

The result is an alchemy of our script, improv and some edit room magic. We wrote, directed, edited and post produced the piece.