Cinemax Cinemas Design & Branding CINEMAX STRIKE BACK T-SHIRT by BBDO New York

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Industry TV Channels/Radio Stations and Programmes
Media Design & Branding
Market United States
Agency BBDO New York
Art Director Nick Klinkert
Released April 2012

Credits & Description

Category: Promotional Item Design
Advertiser: CINEMAX
Product/Service: STRIKE BACK
Chief Creative Officer: David Lubars (BBDO New York)
Executive Creative Directors: Greg Hahn/Mike Smith (BBDO New York)
Senior Creative Directors: Nick Klinkert/Tom Kraemer/Adam Reeves (BBDO New York)
Art Director: Nick Klinkert (BBDO New York)
Copywriters: Tom Kraemer/Adam Reeves (BBDO New York)
Media placement: T-Shirt - Ambient - 29 April 2012

Describe the brief from the client
Our brief was to find a low-cost way to hype the upcoming DVD release of the incredibly violent Cinemax original series, Strike Back (a remake of the popular British series of the same name).

Describe the challenges and key objectives
Our challenge: how do you sell yet another television show DVD box set to a group of jaded entertainment journalists and influential movie bloggers (including the likes of Harry Knowles of Aint It Cool News, and Mark Bell of

Because the show is about gun-toting, covert operatives, we wanted to create a promotional item that was true to the show’s DNA – that is, shoot-‘em-up violence.

Describe how you arrived at the final design
We landed on a subtle T-shirt design that distils the show’s storyline down to 1 image: a powerful semi-automatic handgun, which appears as if it’s peeking out of the wearer’s belt.
When the show’s operative characters are out in the field, they often appear (understandably) a bit paranoid. Likewise, wearers of our shirt were able to experience the sensation of having strangers’ eyes on them.
The shirts caused passers-by to do double takes – obviously wondering to themselves if the wearers were actually carrying a concealed weapon.

Give some indication of how successful the outcome was in the market
Although it’s too early to calculate quantifiable results, pre-orders are at high levels and initial anecdotal response has been effusive. The network has been inundated with requests for more shirts – from outside journalists as well as Cinemax staffers themselves – to the point where the supply of shirts has run out.