The Deep State is everywhere, lurking beneath the surface, controlling governments, the media and everything in our lives, nothing is what it seems. Welcome to FOX’s new espionage thriller Deep State.
Working closely with the FOX UK team we developed the creative direction for the campaign and created the European toolkit for territory roll out.
To convey the sense of things being out of the viewers control and not what they seem, we developed the frosted glass creative and a title treatment that would convey this, along with a claustrophobic feel.
This offered the chance to obscure and reveal content at our discretion, offering glimpses behind the Deep State and building interest and excitement as the campaign progressed.