Viewpoint Creative Launches Psychic John Edward on WE

Needham Heights, MA (PRWEB) April 8, 2006

Viewpoint Creative has completed the marketing campaign for WE‘s latest original series “John Edward Cross Country.” The multi-platform campaign features TV, print, radio and web components, and highlights the world famous psychic medium’s unique powers and personality.

Shot on HD in NYC with director Bobby Sheehan, the television spots take place in a white environment, evoking the fine line between ‘here’ and ‘hereafter.’ John emerges mysteriously from the mist, then interacts comically with the graphics elements to break the 4th wall.

Tom Bik, Art Director/Viewpoint Creative says, “We wanted viewers to glimpse both sides of John – the psychic medium with extraordinary abilities and the warm, engaging, funny human being he is. To do this, we used a slight misdirect.” John appears out of an ethereal world accompanied by a chilling audio bed. Type on screen says: “Can you hear them?... John Edward can.” But as John walks forward he suddenly bumps into the type on the screen which turns out to be a practical sign. The type falls off its wires and clatters to the floor. John shrugs sheepishly and says: “It’s not as spooky as the graphics guys make it look.”

Kim Iadevaia, Director of Consumer Marketing for WE continues: “The goal of the campaign was to utilize break through creative to get viewers to stop and listen to the message. We wanted to introduce John Edward to our audience in a different light then he’d been previously shown on television while evoking the playful vibe of the WE brand. Viewpoint was able to help us achieve these goals and deliver a unique and compelling campaign for the series.”

Concept, scripting, design, editorial and composite were executed in-house at Viewpoint Creative. Live action was also produced by Viewpoint. Print and web feature the photography of Matthias Clamer.

The series begins airing on WE March.

Viewpoint Creative is an award-winning creative services firm providing clients with an exceptional range of advertising and design solutions to promote their brands. From concept to completion, Viewpoint Creative delivers extensive national and international experience in television, print, radio, and web production. Clients include Showtime, HBO, Sci Fi Channel, WE, FX, Madison Square Garden Network, OLN, CMT, Court TV, Cinemax, Discovery Networks, ESPN, HGTV, Travel Channel, Rainbow Media, PBS, and AETN International®.        

For more information about Viewpoint Creative and its services, visit our website at http://www.viewpointcreative.com or contact Amy Coblenz at 781-449-5858.

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