How do you promote a documentary investigating a performing poodle murdered by being fed to circus lions? Subvert the tropes of a true crime investigation while treating the outlandish content with absolute seriousness.

The promo creative focuses on the three elements of the crime - the victim; the weapon; the suspect.

For the poster family, the details of the posters feature what’s expected from the genre - newspaper articles about the crime; old photographs; torn paper; redaction marker - however, the punk colour palette draws attention to the inherent strangeness of the story.

The promo creative was adapted and expanded into separate 20” promos.