The Chelsea Detective is the cosy crime U&Drama viewers love. The approach was simple. Put the talent front and centre, find an iconic location in Chelsea and a clear crime cue. Police tape is an overused cliche in crime drama but I tried to use it in a maximal way to create a fresh look.

The campaign consisted of an on-air takeover, print, paid and organic social.

THE CHELSEA DETECTIVE - LAUNCH TRAILER

THE CHELSEA DETECTIVE - IDENT