When it came time to create a campaign for its latest original series, The Movies, CNN wanted to try something a little different.

Instead of handing the campaign over to a trusted vendor—in this case, Stun—it wanted to embed one of its own with the agency and see what came of it.

“The idea was interesting but terrifying,” said Stun Chief Creative Officer Michael Varmosy. “Did we really want to pull back the curtain and show how the sausage was made?”

Turns out, the experiment was less terrifying than productive and enlightening, members of both the CNN and Stun teams said during a session at Promax 2019 in Los Angeles.

The result was a robust campaign for the new series, which comes from Tom Hanks’ Playtone Pictures and Herzog & Co. Through interviews with celebrities, directors, critics and historians, the series highlights new stories and insights about history’s most important movies. The challenge was to create a promo that did not rely on movie clips to tell the story because licensing these clips is at best difficult and at worst impossible.

Instead, Stun and Creative turned to iconic symbols and images to tease viewers about the story the are telling about the most beloved and influential films from the dawn of cinema to present day.

CNN’s The Movies premieres in July.

CREDITS

Client: CNN

Chief Marketing Officer: Allison Gollust

Senior Vice President: Rick Lewchuk

Vice President & Group Creative Director: Whit Friese

Creative Director: Sean Houston

Senior Producer: Jeff Mielcarz

Marketing Director: Lara Hurst

Senior Director, Production: Dan Brown

Senior Graphic Designer: Brandon Campbell

Senior Production Manager: Nichole Goralnik

Agency: Stun

Principal, Stun: Mark Feldstein, Brad Roth

Chief Creative Officer, Stun: Michael Vamosy

SVP, Executive Creative Director, Stun: Sara Cahill

SVP, Executive Producer, Stun: Sharre Jacoby

Creative Director, Stun: Gilbert Avila

Senior Writer / Producer, Stun: Delara Adams

Senior Producer, Stun: Deb Presburger

Editor, Stun: Dayne Tanioka, Maggie Ramsey, Chad Early

Creative Director, Stun: Justin Owens

Maziar Majd – Art Director/Designer, Stun: Maziar Majd

Designer, Stun: Carol Park

Animator, Stun: Joe Lilli, Christian Argueta

Tags: cnn worldwide conference 2019 stun the movies


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