Launch Campaign
THE SET UP
Few stories have left a mark on horror quite like Bram Stoker’s Dracula. So when Audible set out to reimagine the classic with an all-star cast, led by Jonathan Bailey and Ella Purnell, and a richly cinematic audio production, we knew this one deserved something special.
As longtime collaborators, Audible entrusted us to build a cohesive visual language for one of the most iconic stories ever told, across nearly every medium imaginable.
COVER ART & KEY ART
Every great campaign needs a compelling idea at its core. Working closely with Audible, we explored multiple creative territories, testing messaging and visual directions before landing on the central theme of decay. A force that consumes Dracula’s victims, but ultimately the Count himself. We found our inspiration in painted textures that crack, peel, and tear away, revealing vein-like bloodlines beneath the surface. These fractures became the visual connection between Dracula and Mina, the two characters at the heart of the story.
EARLY LOOK DEV
This isn’t simply a tale of a monster pursuing his victims. It’s also the story of Mina uncovering the truth, piecing together fragments of Dracula’s existence to understand his intentions. We brought that duality into the key art, presenting Mina and Dracula as reflections of one another, forever connected by blood.
“VOICES IN THE DARK” LIVE ACTION SPOTS
With such an extraordinary cast, we collectively wanted to elevate the traditional behind-the-scenes recording sessions that’s become a tentpole in Audible’s marketing cycles. “Voices in the Dark” was our opportunity to highlight the incredible performances in a way that integrated into the larger campaign conceit.
“VOICES IN THE DARK” ENSEMBLE :30
Scenic flats were painted, burned, peeled, and distressed. Drapery was torn, period props were weathered, and every detail was designed to feel like a place slowly surrendering to time. These tactile environments became the foundation for graphic transitions and effects that brought our larger campaign aesthetic into the edit.
We directed talent across the globe, from the English-speaking cast, headlined by Jonathan Bailey and Ella Purnell, to international productions for the cast in Mexico, Italy, Spain, France, and Germany. Each performer brought their unique perspective to the character into the room, delivering moments of tension, fear, and unease.
What began as an elevated performance series ultimately expanded into more than 100 edits and adaptations, spanning languages, markets, and formats.
“VOICES IN THE DARK” :30
JONATHAN BAILEY AS DRACULA
“VOICES IN THE DARK” :30
ELLA PURNELL AS MINA
“VOICES IN THE DARK” :15
LOUIS PARTRIDGE AS JONATHAN HARKER
“VOICES IN THE DARK” :15
AIMEE LOU WOOD AS LUCY
“VOICES IN THE DARK” :15
JOHNNY FLYNN AS Renfield
“VOICES IN THE DARK” :15
DAVID JONSSON AS DR. SEWARD
EARLY LOOK DEV
ANIMATED TRAILERS
Beyond the live-action campaign assets, we created two distinct trailers that blended live action, animation, CG, and mixed-media treatments, each exploring a different corner of Dracula’s, and by extension, his victim’s world.
“PURSUIT” :30
In “Pursuit” we played with the duality of the hunter and hunted. Moving through Mina’s painted portrait, fractured surfaces, and vein-like cracks underneath the surface, we follow the connection between Mina and Dracula. As the Count draws closer to his prey, Mina moves deeper into the mystery of who he really is. By the end, we’re left wondering who’s actually pursuing who.
“COUNTDOWN” :30
“Countdown” takes a different approach, exploring the growing madness and dread surrounding Dracula’s arrival. Drawing from our live-action shoots, original footage, and CG-enhanced imagery, we built a relentless editorial piece driven by Dr. Seward’s metronome. What begins as a steady rhythm grows into a frantic heartbeat, accelerating alongside an increasingly chaotic soundscape. A descent into madness, one beat at a time.
GLOBAL OUT-OF-HOME
When it came time to unleash Dracula upon the world, we went big. Really big. What followed was one of Audible’s most ambitious out-of-home campaigns, with an enormous range of bespoke creative designed for cities, venues, and formats across the globe.
From atmospheric motion posters and 3D billboards to large-scale projections and custom installations, we brought our decaying visual world into physical spaces. Localized messaging gave certain markets their own sinister invitation, imagining Dracula stalking the streets of their cities. Some locations called for something entirely unique. Custom content for London’s Eye, 3D billboards in Canada, projections across brewery walls and chimneys, and a blacklight installation that transformed its artwork after dark. Even familiar key visuals took on new life through animation, atmospheric effects, and specially adapted sequences from our trailers.
THE OUTCOME
As the campaign took shape, it kept growing. Creative was shared, new opportunities emerged, and the work expanded into everything from early teasers and social reveals to theatrical cuts, direct-to-camera spots, and countless additional assets. What we’ve shared above is only the tip of the iceberg.
Audible’s Dracula is delivering record-breaking results across the board. And rightfully so. An incredible production, an exceptional cast, and a remarkable group of teams working together to bring it all to life. For us, this project represents something special. A rare opportunity to shape a campaign holistically, with one creative vision carried across disciplines, formats, and continents.
