When Penguin and Richard Osman approached us to create a high-impact campaign for The Bullet That Missed—the latest instalment in the beloved Thursday Murder Club series—we knew we had to craft something special. Our challenge was to capture the wit, charm, and intrigue of Osman’s storytelling across multiple formats, ensuring the campaign stood out in a competitive market. From video production and TV commercials to 2D animation, out-of-home (OOH) motion and static assets, social media reframes, and radio ads for both here and in the UK, we built a campaign that engaged audiences everywhere, from TV screens to digital billboards to the airwaves.

The TV commercial set the tone with a playful yet suspenseful narrative, immersing viewers in the world of the Thursday Murder Club. Our 2D animations added an extra layer of visual storytelling, enhancing the humor and mystery that fans love. Meanwhile, our OOH motion and static assets brought the campaign to life on billboards, transit screens, and high-traffic areas, ensuring The Bullet That Missed was unmissable. On social media, we adapted our assets with engaging reframes and cutdowns, optimized to stop scrollers in their tracks and spark excitement among readers. To expand the campaign’s reach even further, we also produced radio ads, delivering a compelling and engaging audio experience to audiences across both domestic and UK markets.

Collaboration was key to making this campaign a success. Working closely with Richard Osman, Penguin, and their marketing team, we ensured that every creative element felt authentic to the series and its audience. Whether it was a static billboard, a TV commercial, a scroll-stopping social post, or a captivating radio ad, each piece was crafted to immerse audiences in the book’s signature blend of humor and mystery. Every touchpoint was carefully considered to create a cohesive, high-impact rollout across all platforms.

From concept to execution, this campaign was a true celebration of storytelling. By blending video production, design, motion, and audio, we helped introduce The Bullet That Missed to fans across TV, digital, social, out-of-home, and radio platforms, ensuring its bold visuals, engaging soundscapes, and compelling narrative made a lasting impact. Seeing our work displayed and heard across multiple channels reinforced the power of strong creative storytelling in bringing books to life—and we couldn’t be prouder to have played a part in this exciting release.