Cinemax
The Knick
For the premiere of Steven Soderbergh’s The Knick, we helped Cinemax build buzz and conversation among entertainment influencers by sending personalized surgeon’s boxes to to bloggers and the press. I designed a personalized letter from the show’s own Knickerbocker Hospital and labels for bizarre remedies indicative of the show's time period.
Journalists and bloggers received boxes customized with their initials.
Inside the surgeon’s kit.
A letter from Dr. Thackeray—played by Clive Owen on the show—greets the recipient.
The kit also included a DVD screener and a syringe-shaped USB drive with press materials.
A particularly fun part of this project was designing the labels for the “quack cures” to be included in the surgeons’ kit.
Our “quack cures” were based on actual remedies used at the turn of the 20th century. It was a more freewheeling time in the early days of modern medicine.
This last one didn’t make the final cut.
Agency: Campfire
Creative Director: Steve Coulson
