Purpose of the Work: The network AMC was about to take a risk with a new series: Breaking Bad would tell the story of a high school chemistry teacher who, when faced with a terminal cancer diagnosis and a need to leave his family financially secure upon his death, starts cooking and dealing crystal meth. With a broad-based media and promotional campaign already in hand, AMC approached mono with a different task: to attract a younger, male audience to the premier (something it had always struggled to do.) We knew if we were to engage 18 to 30 year-old men in a new series, we would need to begin online.
CREDITS
company: mono
designer: mono
client/publisher: AMC TV
copywriter: mono
production: unit9
date published: January 2008