Not the usual reality show promo, but you wouldn’t expect less from 4Creative. Channel 4’s in-house agency has created three comedic films to promote new show, Apocalypse, launching in September, that explores how 16 ordinary people would react if the world came to an end. The show puts the people into an abandoned town and challenges them to survive for 28 days without modern comforts, including running water, heating, electricity or contact with the outside world. That survival depends on their ingenuity and ability to adapt and work together. (What could go wrong?)

Each film parodies comically ill-prepared modern humans might be for an apocalypse as deeply ingrained social behaviours becoming unexpected obstacles to survival. The films all end with the wry comment, Humanity is doomed.

The campaign was directed by Biscuit Filmworks comedy director, Florence Poppy Deary, who crafted the uncomfortably human films. The cinematic post-apocalyptic worlds were built with in-camera craft, such as intricate prosthetic effects, practical effects and controlled burns on miniature sets.

The three campaign films are supported in OOH, with posters featuring lines such as “What do you mean there’s no WiFi?”, and branded beer mats posing “Who’s Most Likely To…?” questions to spark debate.

Credits
Client: Channel 4
Chief Marketing Officer: Katie Jackson
Director, Brand & Content Marketing: Lisa Nash
Head of Marketing: Nic Moran
Marketing Lead: Liv Snellgrove
Marketing Manager: Shannon Singh
Senior Marketing Executives: Taf Muchenje & Hannah Souter
Creative Strategy Lead: Alice Mcginn
Head of Marketing; Streaming, Digital Marketing, Creators & Partnerships: Iain Walters
Influencer Marketing Lead: Ryan Johnson
Influencer Marketing Executive: Mandy Zinyemba
4Voice Creative Director &Team Leader: Rich Kattan

Creative Agency: 4Creative
Director: Miketta Lane
Executive Creative Director: David Wigglesworth
Deputy Executive Creative Director: Lex Down
Creatives: Sofie Saietz & Simone Weilborg
Head of Production: Charlie Bettice
Head of Creative Operations: Olivia Jones
Project Manager: Sophie Mcneill
Head of Design: Rob Boon
Designer: Sam Flower
Creative Artworker: Zen St George
Executive Producer: Louise Oliver
Senior Producer: Simon Glover
Producer: Molly Haviland
Production Assistant: Sophie Hedgley
Promo Director: Alecia Kelter

Production Company: Biscuit Filmworks
Director: Florence Poppy Deary
Producer: Marija Djikic
Executive Producer: Hanna Bayati
Head of Production: Emily Atterton
1st AD: Grant Freeman

Production Company (Social): 4Studio
Senior Social Strategist: Aaron Gillies
Senior Content Strategist: Sophie Grundy
Influencer Agency: The Cast
Business Director: Jonny Parker
Influencer Lead: Michaela Stevens
Senior Account Manager: Parth Depala
Account Manager: Giovanna Mulenga

SFX: Machine Shop
Offline Edit House: Shift Post
VFX Studio: Electric Theatre Collective
Audio Post-Production: 750MPH
OOH Retouching: Curious
Media Agency: OMD