Heart in a Jar

The Strain // FX Networks

For debut of Guillermo Del Toro’s vampire saga on FX, we were tasked with developing a press mailer that would grab people’s attention and make a name for the new property. Not content with a standard mailer, we dreamed up a more disturbing approach, mining the pilot’s script for a scene with a living vampire heart sealed in a specimen jar. So we proceeded to create over 150 replica vampire hearts in jars that, when exposed to light, began to beat. With deceptively elegant packaging, we surprised press & influencers across the industry, garnering a range of reactions - from elated to disturbed - generating buzz in anticipation of the show’s premiere.