Mercy Street


When PBS was set to launch its newest original drama series, they turned to SJI to create a compelling multimedia consumer campaign. Based on real events during the American Civil War, the series explores the multifaceted relationships between doctors, nurses, and soldiers on both sides of the conflict.

Mercy Street Key Art
Key Art

Our challenge was to develop compelling, fresh creative that conveyed the idea of multiple interlocking story lines in a bold, eye-catching way. Using a powerful silhouette to contain multiple images allowed us to do just that, with nods to the overall story arc revealed within. The headline “Blood isn’t blue or gray” helped drive home the theme of the series.

Digital Campaign

The digital campaign included home page takeovers, as well as rich media banners that included multiple videos, character galleries, and social sharing capabilities.