McMafia Global Campaign

CAMPAIGN STRATEGY | CREATIVE DIRECTION

McMafia, is an international thriller, co-produced by the BBC, Cuba Pictures and AMC. Inspired by Misha Glenny’s best-selling book, the fictional series tells the story of Alex Godman, the British-raised son of a Russian Mafia boss who is trying to escape from the world of organised crime. The show, which aired on BBC One in the UK made a huge impact on public and political debate and influenced national policy. Following the show’s release, the British government introduced Unexplained Wealth Orders under the Criminal Finances Act, often referred to as the "McMafia laws”.

Specially Shot Trailer

CRIME GOES CORPORATE

The award-winning campaign was developed in collaboration with Hossein Amini and James Watkins, the creators of McMafia. Our goal was to establish a global brand that highlighted the similarities between the criminal and corporate worlds. We asked ourselves, “If a criminal organization were to brand itself, what would it look, sound, and feel like?” This approach allowed us to maintain consistency across all touchpoints, from the show’s opening titles to related activities such as book and music releases