Thumbnail for the Deep State S1 DOOH campaign featuring 3 hero talent in landscape

Deep State Campaigns


Working closely with the FOX UK team we developed the show identity and advertising campaign for Deep State Seasons 1 and 2. 
Deep State logotype example

Season 1

Deep State Season one was centred around the theme of control, the obfuscation of truth and the fight for power. 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.

Global Toolkit

We created the global toolkit to be used by the regions for rolling out all advertising material. We also handled the UK ATL campaign rollout as well creating assets to be used for press and launch events.

Example of Metro front cover wrapper for Deep State S1 campaign roll out.

A bespoke London Metro cover was created and distributed, using transparent sheets to mimic the frosted glass seen in the key art.

Grid of 4 images showing examples of OOH, social and digital from Deep State season 1 toolkit
Example of DOOH portrait for Deep State S1 campaign toolkit

Season 2

Following on from the success of season one, we worked on the campaign concept and creative for the much anticipated second season of Deep State. While the original campaign needed to educate about the Deep State, season two needed to draw on the new location in sub-Saharan Africa and highlight the expanded ensemble cast.

The global toolkit contained templates that allowed territories to create bespoke key arts with different character sets,

Grid of 4 images showing OOH and print examples from Deep State season 2 campaign
Deep State season 2 campaign talent variations

An extensive photoshoot with show talent allowed us to use multiple poses per character that can be placed in any configuration needed. This offered up over half a million combinations for use across various media.

Deep State S2 campaign showing flexibility in a double page spread layout

Building on the series concept of Control, visual deception was again key to blurring the lines of the key characters' motives in the series, where good and bad, right and wrong, light and dark are all thrown into question.

Deep State S2 campaign social post examples

A playing card style symmetry allowed different characters and scenes to be juxtaposed against each other with slight differences to make the viewer look again.

Deep State season 2 hero key art example with tagline and logo