Toppen, Prime Video
Keyart Campaign
Toppen is the first original Swedish TV series launched by Amazon Prime Video. It’s a hilarious, fast-paced political satire that follows the travails of the fictitious Department of Welfare as a general election looms.
The show is Veep meets The Thick of It, and centres on Roxanne, the vain and self-obsessed Minister for Welfare, and Lisa, her idealist but over-ambitious press secretary, and how they deal with being thrown into the spotlight – or is that under the bus? – by Kaminsky, a hard-headed, veteran election strategist.
Year
2022–2023
Client
Amazon Prime Video
Collaborators
Art director: Joakim Söderqvist
Photographer: Fredrik Bengtsson
Retouch: Niklas Axelsson
Editor: Anna Helmersson
Motion Design: Robin Sällström & Ola Angelman
Graphic Design: Emily Ranneby
Repro: Bildrepro
Banners: Hello Display
Deliverables
Key art images
Media images
DOOH
Social media content
Print
Banners
Film
Launching a campaign for a show like this brings its own set of creative challenges, and we couldn't wait to start developing ideas. When we came up with the human pyramid, it just felt so obvious. We knew straight away that this had visual impact and showed as much of the cast as possible. We developed the idea and proposed a series of images, with the pyramid gradually collapsing. We wanted the image of the crumbling pyramid to convey and symbolise the challenges and pitfalls of politics.
On a single day in the studio, we shot the key art campaign, produced moving key art, content for social channels, and media images. It was a long, well-planned, and intense day, during which everyone from stunt co-ordinators to actors went the extra mile to achieve the creative highs we were aiming for.
Intensive post-production work followed, including extremely detailed planning for all media content. Graphic design, retouching, cutting, motion design, copywriting, banner production, repro. You name it…. Our producers really had their hands full for a while.
When the campaign launched, we finally grasped its true scale. For about three weeks, the Toppen campaign was basically in every media channel throughout Sweden, appearing in everything from metro trains to the largest digital screens in central locations across the country.
All in all, this was a challenging but hugely enjoyable and rewarding project.