Mad Men Season 2 – Evolution of A Campaign

Mad Men Season Two Sketch

With the recent premier of season 2 of critically acclaimed AMC series, Mad Men, comes an interesting post on the AMC blog. Linda Schupack, Senior Vice President of Marketing for AMC, has posted a generalized synopsis of the strategy behind this year’s campaign:

We decided to place Don in Grand Central both for its iconic stature and as a transition between worlds: Work and home, the familiar and the new. And, because Don continues to wrestle with issues of secrets, identity and change, we wanted to place Don amidst a blurred almost chaotic crowd. But he stands still, in high relief.

Included in the post are samples of the sketches used to help guide the creative design for the campaign. Above is a sketch of the look and feel that they ended up using for one of their print ads. Linda Schupack explains that,

Once we decide on an idea, we do sketches. Many sketches. And these sketches will be our guide as we figure out what to photograph.

After shooting the backdrop at Grand Central Station and then the crowd/Jon Hamm in Los Angeles, the shots were combined to comprise the final product (as seen below).
mad men campaign final ad


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