Fortitude, was at the time, Sky's biggest original release. It was the first time they'd produced their own binge-worthy series. Initially, I worked on the traditional campaign that had been running for a number of months prior but was then given the opportunity to conceive a campaign centred around the city limits sign of the fictional town. It was possibly as close to a guerrilla campaign as a company like Sky can do; effectively changing London signage to the town of Fortitude for the day of the show's premiere, with newspaper takeovers, a live Polar Bear 'wild' on the tube, every mainline station branded and D6's in every tube station.