Dark Minds is about to launch on Asharq Discovery, the Arabic-language free-to-view platform. The docuseries explores the stories of serial killers from Tunisia, Jordan, Iraq, Morocco, Lebanon, and Egypt. It’s the first true crime series in the Middle East and Dubai, and agency, SRMG Labs, is making sure it gets the eager anticipation that deserves.

To unveil the new series, Asharq Discovery and SRMG Labs hacked billboards from famous brands in Beirut, Lebanon. Billboards from renowned brands like Dyson, KitchenAid, and Bose were attacked and left with some letters removed, sparking curiosity and capturing the attention of the local media.

After a few days of rumours and questions from the public, the mystery unravelled as the missing letters reappeared on a giant billboard, revealing the series name in the style of the ransom notes commonly associated with kidnappers and serial killers.

A suspenseful thriller-style film was then released, using the genre’s tropes, revealing the whole story and clarifying the narrative behind the missing letters.

Credits:
Agency: SRMG Labs 
CCO: Fadi Mroue
Chief Marketing Officer: Katie Golding
Media Director: Musaab Kari
Creative Directors: Glauber Dorotheu, Leo Razera
Senior Creative Team: Bruno Montoro, Nicolas Martinez, Jefferson Barros

Client: Asharq Digital 
Director: Hazem Bagh
Assistant Marketing Manager: Hayat Tabsh
PR Manager: Rose Youssef

Film Director & Producer: Tino Karam
Executive Producer: Anthony Zouein
DOP & Colourist: Yves Sehnaoui
Production Manager: Elissia Chamat
Production Coordinator: Stephanie Hobeika
Stylist: Laura Berdoyan
Prop Master: Joe Yucef