Cannes Lions

Bates Motel Flixel

A&E TELEVISION NETWORKS, New York / A & E TELEVISION NETWORKS / 2016

Presentation Image
Case Film

Overview

Entries

Credits

Overview

Description

In a partnership with the agency Flixel, we developed cinemagraphs for Bates Motel, focused on the characters of Norma and Norman, in a shot-for-shot recreation of the 1960 archival press photography shot by the cast of Alfred Hitchcock's iconic Psycho, with a modern twist.

Execution

There were four cinemagraphs, which focused on major tableaus: Norman pressed up against the wall under his terrifying taxidermy; Norma and Norman staring with terror at the rocking chair that represents Norman's madness; the final frame of Norman's dissolution into his Norma persona; and a wider version of this shot, which opens said sequence in the film. Each piece appears at first glance to be static, but very subtle movement reveals that these are more complex, and far higher resolution than a .gif would be. We released these four different versions of our cinemagraphs on Facebook, Instagram, Tumblr and Twitter prior to and during the beginning of the new season.

Outcome

A clever integration with Facebook's proprietary technology allowed these to animate in feed, drawing 693,290 views with a reach of over 1.5 million. The Flixel images also gained major traction on Twitter and Instagram, reaching zeniths for Bates Motel engagement and views.

There was a 49% jump in new viewers (A25-54) to A&E for the Bates Motel premiere that had not watched A&E in the previous month. Bates Motel was a top ten-cable drama to date the night of premiere, and was the number one cable show with A25-54 in the 9pm hour.

Similar Campaigns

12 items

Monday Night Coffee

NORD DDB, Copenhagen

Monday Night Coffee

2018, HBO

(opens in a new tab)