​Miami-based 2C goes beyond the headlines in its campaign for season six of HLN’s original series, How It Really Happened, starring Hill Harper. The show delves into some of our time’s most notorious crimes, mysteries, trials and celebrity tragedies.

To create the above spot, 2C focused on what sets How It Really Happened apart from similar true-crime docuseries, using editorial language and visual elements to demonstrate this quite literally. The agency created a graphic device that starts with floating headlines and audio clips of what viewers have heard in the news before diving deeper into teasing what viewers actually haven’t heard in the spot’s second half.

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Besides the launch spot, 2C produced six episodic spots with cutdowns as well as a topical graphics package.

“This series is special in the way it gets beyond the headlines most people see to reveal that there’s so much more behind every story. By focusing on this differentiator, both editorially and visually, we were able give the new season a distinctive feel while getting to the heart of the show’s appeal to viewers,” said 2C Creative Director Cheryl King in a statement. “I really enjoyed getting to help see it through from ideation to completion.”

2C also worked with HLN on the two prior seasons of How It Really Happened.

The series returned for season six at 9 p.m. ET/PT on Sunday, March 14 on HLN.


Client: CNN Creative Marketing

SVP, Creative Marketing & Brand Standards: Rick Lewchuk

VP & Group Creative Director: Whit Friese

Sr. Director, Production: Matt Barnett

Senior Writer Producer: Bill Platt

Senior Production Manager: Nichole Goralnik

Production Resource Manager: Denise Patierno

Agency: 2C

President/Owner: Chris Sloan

Operations Manager: Bob Cobb

Creative Director/Writer: Cheryl King

Video Editor: Jesus Martinez

Designer: Nick Ford

Animator: Jessica Musumeci

Sound Design/Mix: Cesar Haliwa & Andy Stermer

Tags: 2c cnn creative marketing hln

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