Der Pass – Seasons 1 & 2

A new series brand for Sky.

With “Der Pass”, Sky expanded its Originals portfolio with a German-Austrian thriller set in a distinctive world: Alpine landscapes, ancient myths and an unlikely pair of investigators.

The first launch needed to bring this distinctive character to life. Season 2 added another challenge: preserving recognition while building fresh suspense.

From positioning to execution.

As SVP Marketing & Creative Services, I was responsible for marketing both seasons: positioning, campaign concept, key art and trailer production, as well as execution across all channels used. Together with my team, I translated the distinctive world of the series into a cohesive campaign.

Mystery as a visual identity.

For “Der Pass”, we deliberately chose a stylised, graphically distilled visual language. The imagery leaves much unexplained, making the series’ mystical atmosphere the defining feature of the campaign.

The blood-red line within the logo translates the campaign line “The red season is coming” into a distinctive visual symbol. It connects the title and imagery, becoming a recurring element of the series’ identity.

For season 2, we consistently carried this approach forward: the mystery, the blood-red line and the overall visual character remain. The new campaign images develop the visual world without abandoning its identity.

Two launches. A strong audience response.

Key art and trailers provided the creative foundations for the cross-channel marketing of both seasons.

Between 25 January and 17 February 2019, the first season reached 1.42 million net TV viewers and recorded 2.55 million non-linear views. Source: Sky

Season 2 ranked second among all series and first among Sky Originals in Sky’s annual ranking for 2022. Source: annual ranking