PLAY, a television marketing boutique, has produced the launch campaign promoting the new, upcoming E! Television investigative reality series, “What’s Eating You.” The announcement was made today by Michael Victor, founder, PLAY.
Described as a new six-part series about compulsive eating disorders, “What’s Eating You,” which premieres Oct. 13th at 10PM, features real-life people whose lives are threatened by harmful and extreme eating habits and the doctors, nutritionists and therapists who try to help them with their deadly addiction. The documentary style series follows a number of addicts, such as, a woman who compulsively eats chalk, another who eats garbage and various other extreme eating behaviors that put their lives in jeopardy. Play was brought in to create promos with an edgy sensibility, while maintaining sensitivity to the highly provocative subject matter.
Regarding the new series, E! Television VP Lisa Berger has said, “The prevalence of eating disorders is all too common in a society that can often value looks and appearance above all else.”
To promote the new show, PLAY wrote, directed, edited, created graphics and finished the spots, which are presented in a highly dramatic and graphic style. In the spots, we voyeuristically peek into select moments of several extremely thin women who eat such unusual items as chalk, trash and artifical sweetener. Harsh graphics depicting emotional words — “die,” “death,” “help,” “trash,” “purge,” “disgusting,” and “distress”—are etched into the screen.
Said Victor, “Initially, we were contracted to produce two high quality clip-based promos for E!’s ‘What’s Eating You.’ After experiencing the lives of these addicts on tape and witnessing their extreme behaviors, we thought this topic needed more attention, and so we approached E! with the idea of creating three live action spots that were as dramatic and intense as the show itself. Right from the start, the E! marketing and production departments were very open and supportive, which allowed us to create compelling, edgy promos with an integrity that remained throughout the entire creative process.”
To view more of work, please see:
http://playeditorial.com/Play_Reels/Whats_Eating_You_Ritual.mov
http://playeditorial.com/Play_Reels/Whats_Eating_You_Ants_30.mov
About PLAY
Originally launched in 2005 as Play Editorial by Michael Victor, PLAY is a full-service television marketing boutique specializing in the creation and production of TV promos, TV trailers, launch campaigns, and sizzle reels, for the entertainment, media and broadcasting industries. Among the company’s clients are E! Entertainment Television, Warner Bros. Television, SyFy, FX, ABC, FEARnet, USA Network’s emerging “Sleuth” network, and many others.
Play is located at 6464 Sunset Blvd., Suite # 600, Hollywood, CA, 90028. The phone is 323/469-3500, and the web is www.playeditorial.com
