Umbre (Shadows), HBO Romania's flagship TV series, launched in 2019 to widespread international acclaim.
As the show entered its third season, Umbre required a fresh communications approach. Following a competitive pitch, HBO entrusted us with the task.
Our approach was to delve deep into the screenplay and develop a central concept that linked the show's title and essence to the characters' journeys throughout the new season. The resulting concept, "Fate lurks in the shadows," became the season's defining tagline and headline.
The international communications campaign included 2 main posters featuring trios of the leading characters and an additional 5 visuals that took the story forwards for each of the main characters.
The shadows in the visuals teased each characters’ fate and subtly indicated to their development.
Shot by New Folder Studio and Dan Vezentan, the photos induce drama & tension and hint at the dark gritty atmosphere that permeates the show.
The shadows in the visuals teased each characters’ fate and subtly indicated to their development.
Shot by New Folder Studio and Dan Vezentan, the photos induce drama & tension and hint at the dark gritty atmosphere that permeates the show.
Umbre campaign travelled extensively, not only from
OOH & posters to digital & TV apps, but also in tens of countries that will run HBO Romania’s star show.
OOH & posters to digital & TV apps, but also in tens of countries that will run HBO Romania’s star show.
This campaign was created in collaboration with Glitch.
