D.S. & DURGA

First Light Five Burroughs.

“Inspired by the world of The Alienist, TNT and D.S. & Durga released an exclusive unisex fragrance, First Light Five Boroughs, that captures NYC at the turn of the century through notes of mimosa, violet, chypre.”-MirroredMedia

To promote the season launch of the program, our creative team coordinated strategic partnerships including a collaboration for a new custom fragrance, an in-depth content piece of the development process, and a podcast episode that highlights the plot points of the show. The execution of these concepts also included managing the procurement and seeding of product to over 100 influencers/tastemakers/press.

Team TNT knew they wanted to focus on a few of the show’s key topics: it’s location in Manhattan as well as its emphasis on the era’s fashion and fine dining. Instead of bringing audiences into NYC’s Gilded Age, TNT brought a bit of the Gilded Age to them. One of the key pieces in the second season campaign is an elaborate, exquisitely produced mailer featuring products you might expect to find in the show’s world. These custom boxes were sent out to fashion, entertainment, and lifestyle influencers who promoted the partnerships while encouraging their followers to tune in to the show’s premiere. Influencers included Heather Dubrow, Dorothy Wang, and Taye Hansberry.