True-crime network Investigation Discovery partnered with Boston-based Viewpoint Creative to literally “rip the roof off” viewer expectations for the kind of content the channel offers.

The spot is shot from above with continuous camera motion, linking together a variety of crime tableaus that the channel covers. Across a three-day shoot, Viewpoint Creative gathered footage for :60, :30 and :15 second spots, a series of network IDs and content for the network’s social platforms.

“The Investigation Discovery viewer experience is one that engages the mind and the heart,” said Doug Seybert, SVP, Marketing, Investigation Discovery, in a statement. “ID fans enjoy the challenge of solving the mystery and relish a glimpse into the criminal mind, resulting in an emotional journey through our powerful storytelling. This campaign captures that immersive quality, giving our fans unparalleled access into the genre.”

“We always try to look at things from a different perspective,” said Dave DiNisco, Viewpoint Creative Director/Creative Director, also in a statement. “As we developed our strategy and did our research, we came across some early 20th century crime scene photos where police photographers used large tripods to hang the camera far above the victim. It was shocking and completely riveting. We knew this was the way to go and would set ID apart.”


Client: Investigation Discovery

SVP, Marketing: Doug Seybert

VP, Strategy: Nellie Ryan

Senior Creative Director: Matt Kendis

Senior Director, Marketing Production: Kyle Russell

Creative Directors: Carrie Sullivan, Gregory Stein

Art Director: Jennifer Green

Sr. Photo Brand Manager: Michele Martuscello

Writer/Producer: Cassandra Bowen

Agency/Production Co./Post: Viewpoint Creative

Executive Creative Director: Michael Middeleer

Sr. Creative Director: James Coulson

Creative Director/Director: David DiNisco

Creative Director/Copywriter: Liz Breen

Director of Photography: Nathan Swingle

Drone Operators: Keith Soucy and Justin Marx

Set Designer: Larry Sampson

Line Producer: Mary Bosley

Compositor: Justin Owens

Editor: Jack Sheehan

Colorist: Evan Griffin

Mix: Todd Hrinda

General Manager/Executive Producer: David Shilale

Agency Producer: Penny Benatovich

Associate Producer: Anny Din

Tags: hot spots investigation discovery viewpoint creative

  Save as PDF