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Challenge
John Sugar is a private detective investigating the mysterious disappearance of a Hollywood producer's granddaughter. His approach is straightforward but largely unproblematic, unlike previous leading men in similar roles. Our challenge was to tell the story of Sugar and the why behind his actions without revealing the show's major twist.
Solution
Our approch was to help thriller fans embrace a more contemporary masculine archetype who they could support without feeling guilty. To do this, we embeded the show's mystery within a mystery into all social content. The reason Sugar is different from the traditional sleuth is the actual mystery of the show -- not the missing granddaughter. Taking the audience on this ride from episode-to-episode, highlighting fan theories, and sharing clues they did not realize were clues until the reveal allowed us to highlight Sugar's apparent heart in ways that felt right for fans of the genre.
