The wait is almost over – Downton Abbey’s Season 3 premieres in January 2013. To generate buzz for this, we worked with PBS on Masterpiece’s Downton Abbey to create a 5 minute recap video of seasons 1 and 2, which launched on their website earlier this week.
The goal was to create a shareable video that would tap into the existing fan base of really loyal fans, but also engage and entice new fans from a wider demographic to get a glimpse into the dramatic storyline.
This web-only video presented the interesting challenge of compressing more than 19 hours of programming into 5 minutes. The team at Definition 6 screened all the episodes, created character outlines, segmented storylines and wrote the voiceover script to incorporate with the sound bites from the footage. Culling the episodes down to the bare essentials was not easy with a show as rich in story and character as Downton Abbey. It helped that the voiceover is written in a casual American style that plays well in contrast to the show clips, allowing more of the show’s character and personality to come through. The viewer is drawn in by the rapid narrative and quick cut highlights.
Doug Dimon – Creative Director, Definition 6
Lisa Miller – Executive Producer, Definition 6
Kristy Jefferson – Producer, Definition 6
Mark Rapasky – Edit, Definition 6
Brett Graves – Sound Mixer
Dan O’Sullivan – Talent / VO
Sloan Carroll – PBS
Jennifer Allen – PBS