“Criminal Minds” follows a team of criminal profilers who work for the Federal Bureau of Investigation’s Behavioral Analysis Unit. After fifteen seasons on CBS, the fan-favorite procedural drama was set to have its streaming debut on Paramount+ in November of 2022, as “Criminal Minds: Evolution.” The objective of the overall marketing campaign was to generate buzz and excitement around the return of “Criminal Minds”, and the character cards specifically highlighted the return of audiences’ favorite characters.
To promote the show’s newest season, and first season on streaming, the team crafted a series of visually striking character cards that re-introduced fan-favorite characters and the talented actors who bring them to life. Using a crime sketch aesthetic, the team created moody cards featuring profiled headshots of series leads, each featuring Zach Gilford’s profile turning slowly toward the camera and revealing his profile sketch by the end of the carousel.
The cards were rolled out for digital press engagement, promoted on social media, and began appearing on entertainment blogs in advance of the season’s November 2022 premiere.
The visually arresting character cards were expertly designed to catch the attention of long-time “Criminal Minds” fans, while also offering enough intrigue and production value to entice an entirely new audience to check out the edge-of-your-seat new season. In early 2023, “Criminal Minds: Evolution” became one of the top five original series on Paramount+, with overall month-over-month viewership for the franchise increasing more than six times as a result.
