2017 was the year in which the world debated globalisation, corruption and the dark underbelly of the political class. There was no better time to launch a show like McMafia.
The series explored the interconnected worldwide network of crime through the fictional tale of Alex Goddard (James Norton), the son of an exiled Russian oligarch who is reluctantly drawn into ‘the family business’ and eventually builds a global criminal empire.
The core idea of the campaign was to set the benign style and language of corporate brands against the grim reality of organised crime.
‘Welcome to the Franchise’ was a twist on the old Mafia trope of ‘Welcome to the Family’, and the clean-cut image of corporate life was undermined with visual cues to the threat going on behind the facade.
Developed in-house at BBC Studios, McMafia first launched to global trade press at MIPCOM, Cannes in 2017. We worked with the director and writer of the show, James Watkins and Hossein Amini to create the specially shot launch trailer featuring James Norton.
Made in house at BBC Studios
Executive Creative Director: Rafaela Perera
Creative Directors: Sarah Gerona & Nick Meikle
Art Director: Martin Duhovic
Producer: Lauren Holden
Director: James Watkins
Editor: Joel Young
Post Production: Envy