With a limited budget, and sensitive crime-related content, I was tasked to create a teaser launch campaign for a brand new channel in South Africa, Fox Crime.


After looking at the different ways in which the crime genre had been used in film and tv, I realised that film noir detective stories actually portrayed very little physical violence. So I created a mysterious character who would become the voice of this campaign, teasing what was to come.

A four-part series was aired over a month – with each spot driving audiences to our social media platforms where they could keep up with ‘Hank Huff’.

There, audiences were able to chat to our detective, even contributing to the story themselves. This promo series won a Gold Promax BDA for best integrated marketing campaign, and another Gold Promax BDA for best themed campaign.