Problem: Showtime needed to launch Dexter Season 5 in a way that matched the show itself. Dark, intelligent, and completely unlike anything else on television. A standard campaign wasn't going to cut it.

Solution: We didn't make an ad. We built a world. A vigilante serial huntress was stalking the Infinity Killer, leaving a breadcrumb trail of cryptic clues across the internet and the real world. Fans decoded riddles, hacked hidden sites, uncovered secret content, and followed the story into live events where fiction and reality deliberately blurred. It was one of the first campaigns to use crowdsourced crime solving as a storytelling device, with fans collectively hunting a killer months before the Boston Marathon bombing made that concept known to the entire world.

How: Transmedia campaign spanning video, print, digital, social, experiential, and full alternate reality game production. The Serial Huntress became a piece of living Dexter lore, archived by devoted fans who chronicled every puzzle and every hidden kill room. The campaign helped deliver the highest rated season premiere in Showtime's history.

Recognition: Primetime Emmy Award. Webby Award, People's Voice Winner. One Show Interactive Finalist. SXSW Interactive Finalist. LA Weekly Best Street Marketing Campaign.