Project Objective for Spec Ad Creation (Netflix – Black Mirror: Bandersnatch)

The objective of this project was to create two impactful spec advertisements for Netflix's interactive title Black Mirror: Bandersnatch, to build audience awareness of Netflix's interactive storytelling feature and drive subscription engagement.

Project Goals:

• Increase brand awareness by crafting captivating ad copy that emphasizes the uniqueness of interactive storytelling.
• Encourage audience engagement and interest by highlighting the key feature of user-controlled story progression.
• Develop visually compelling concepts to align with Netflix's bold and innovative brand identity.

Target Audience:

• Demographic: Millennials and Gen Z (ages 18-35) who are tech-savvy and streaming enthusiasts.
• Psychographic: Individuals who seek immersive, choice-driven entertainment experiences and enjoy experimenting with content formats that break traditional storytelling norms.

Creative and Copywriting Approach:
To communicate the distinctive interactive experience of Bandersnatch, I employed persuasive copy techniques focusing on user empowerment. The headline and sub-copy emphasized control and the thrill of shaping the story, supported by a clear and actionable call to subscribe to Netflix. Visual directions were chosen to create a sense of intrigue, with dynamic imagery to evoke curiosity.

Tools & Time Spent:
The project took approximately 36 hours to complete. 

Key tools included:

• Google Docs: Used for structuring and refining ad copy drafts through iterative editing.
• Canva: Utilized for developing visual directions and initial design concepts to complement the copy.

Challenges and Problem-Solving:
The primary challenge was effectively communicating the interactive experience of Bandersnatch in a concise and engaging format. I overcame this by focusing on the "choice-driven" aspect, crafting headlines that placed the user at the centre of the experience while maintaining clarity and creativity.

Personal and Professional Takeaways:
This project enhanced my skills in persuasive copywriting and visual storytelling, allowing me to create ads that are both engaging and strategically aligned with brand goals. I also honed my ability to align creative content with a brand's tone and personality while delivering a cohesive and impactful message.

Project Scope:
This project was undertaken as part of a copywriting assignment for MyCaptain to strengthen my creative advertising skills and demonstrate the ability to craft brand narratives that resonate with the target audience.