This campaign will be attention-grabbing, surprising, and an extremely memorable way to inform people of the potential dangers of carbon monoxide poisoning (and get them to install a CO detector!).
Overall, the aim was for spooky but not too scary, with a slightly illustrative style throughout. The goal was to strike the right tone, dark, mysterious, and impactful, without feeling morose, gory, or overly gloomy. Exploring and experimenting until finding the right balance, incorporating AI-generated illustration and video elements to enhance the mood and bring the visual storytelling to life in unexpected ways.
