Project Details
- Campaign : Queen of the South
- Network : USA Network
- Awards : IAC Award for Outstanding Online Video, Cynopsis Model D Award
QUEEN OF THE SOUTH – Editorial Videos
USA Network’s drama, Queen of the South, is based on the international bestseller and hit Telemundo series, La Reina Del Sur. In bringing the series to market, our goal was two-fold; to introduce new fans to the series and its characters, and to show existing fans that USA’s reimagining of their beloved IP stays true to the original. To do so, we created a highly stylized video series of character profiles prior to the show’s premiere that introduced new fans to the dynamic characters and themes of Queen of the South, while illustrating the dangerous and illicit world of drugs in which the popular story is set.
For season 2 of we updated the aesthetic to match the new graphics packaging and focused editorial efforts on variety of entertaining and stylized videos that promoted the drama’s themes of female empowerment, family bonds, and living the over the top queenpin life.
Both campaigns utilized a mix of cast interviews, scene lifts, provocative photography and custom graphics in a highly stylized and visually compelling way, in line with the overall visual identity of the show. The design of the custom graphics served as the connective tissue between the digital and print campaigns, while also providing a way to familiarize fans with the characters and storylines.