award of merit
ryan@apostrophetv.com
Peacock’s Halloween Horror campaign was built for one of the most competitive moments in streaming: October.
Every platform promotes horror content during the Halloween season. The challenge was to cut through that noise while driving subscription conversion across CTV, paid social, and on-platform placements.
Our role focused on the visual craft that unified the campaign across formats.
Rather than relying on traditional trailer structure, the work leaned into a distinct visual language inspired by glitch-heavy VHS artifacts and early 90s horror graphics. Distorted typography, analog flicker, and aggressive transitions created a cohesive aesthetic that felt authentic to the genre.
The campaign combined scenes from multiple films into a single editorial rhythm, using typography and motion to bridge titles and build tension. Recurring phrases like “Face Your Fears” and “It’s Scream Season” anchored the executions and reinforced memorability.
Craft decisions were driven by placement. Paid social required immediate visual disruption to stop scrolling, while CTV allowed slightly longer atmospheric builds before revealing the value proposition.
Across dozens of versions, the motion system maintained consistency while adapting to different formats and placements.
The result was a campaign where craft carried the identity. The visual language made Peacock feel like the natural destination for horror during October, transforming a catalog of titles into a single cohesive seasonal experience.
