We chose to approach ‘The Walking Dead’ not as a series about zombies, but as a series about people. This allowed us to develop a sense of immediacy with the audience that added intrigue and allowed the audience to develop unique empathy with the characters.This gritty, documentary-style television campaign explored the human tragedy of losing a loved one. Then, through a chilling twist, we showed how the most difficult circumstances can make us reassess our humanity. In this way, we were able to bring to life the psychological aspect of a zombie apocalypse and explore the notion, ‘Who really are the walking dead?’