Protected Presentation
CONFIDENTIAL · RFP RESPONSE · 07.09.2026
Vertical Impression×Paramount+

Dexter:
Resurrection S2

BIG IDEAS · BIG IDEAS · BIG IDEAS · BIG IDEAS · BIG IDEAS · BIG IDEAS · BIG IDEAS · BIG IDEAS
Campaign Window
Oct 23 – Nov 22, 2026
Premiere
October 30 · Halloween weekend
Markets
Toronto · Calgary · Edmonton · Vancouver
Milestone
20 years of Dexter
Dexter
01 / The Concept

A New Resident
Has Moved In

Season 2 moves Dexter to New York — into apartment living. Our network is apartment living. One narrative ties every activation together: Dexter has quietly moved into your building. The elevator, the lobby noticeboard, the mirror, and the screens all suggest he's living among you.

  • Residents don't see ads — they find evidence. Every ride home is a 30-second scene.
  • Self-aware, precise, darkly humorous, premium. Suggestive — never graphic. All-age friendly, per brief.
  • Built for the culture window: Halloween season + the 20-year anniversary of Dexter (Oct 2026).
  • Reinforces exclusivity: every touchpoint resolves to Paramount+.
AudienceExisting fans, lapsed viewers, crime/thriller fans, frequent streamers
GoalAwareness, excitement, anticipation — and S1 catch-up
ToneSelf-aware · Reinvigorated · Precise · Confident · Darkly humorous · Elevated
Budget frame$310K recommended core package, with a flagged stretch add-on
02 / Big Idea Nº1

The Kill-Room ElevatorHERO

Full elevator takeover: printed plastic-sheeting creative on walls and ceiling — the ceiling is the victim's POV. A captive, enclosed, 30-second immersion, every single ride home.

  • Interior sheeting-print wrap + floor decal with a subtle tape outline — riders are standing in the scene
  • Button-panel decal: one extra glowing red button — "B13 · KILL ROOM"
  • No gore. One optional trophy-slide accent, flagged separately for approval
Est. Cost
$160K · $15K × 4 elevators + $100K media
Lead Time
6+ weeks
From P+
Key art · silhouette rights · creative approvals
Kill-Room Elevator mockup
03 / Big Idea Nº2

Notice to ResidentsHERO

Hyper-real fake building memos, styled exactly like property management notices, posted where real memos live. Native formats in residential buildings get read — and screenshotted. This is the campaign's earned-media engine.

  • Escalating series: pre-launch ("a new resident is moving in"), launch week, weekly updates to Nov 22
  • Fine-print reveal + QR ("Questions? Contact building management") → trailer, catch-up, Paramount+ sign-up
  • Seeded to social & entertainment press; built to be photographed
  • Runs in every building, all four markets — lowest cost, highest talkability
Est. Cost
$50K all-in
Lead Time
2–3 weeks · fastest to market
From P+
Copy approvals · lockups · legal review
Notice to Residents on elev8 screen
04 / Big Idea Nº3

The Mirror Rides

The elevator mirror is our best asset. A faint Dexter silhouette cling appears standing behind your reflection: "You never know who's riding with you." Low cost, scaled to every market, with huge photo and social potential.

  • Silhouette mirror clings scaled network-wide — low cost, huge photo/social potential
  • Condensation copy: "Tonight's the night" finger-written in fogged glass, legible only up close
  • AR layer: QR on every mirror launches a filter putting Dexter behind you — the shareable version of the ride
Est. Cost
$45–65K (stretch)
Lead Time
4–6 weeks
From P+
Likeness approvals · AR assets
tonight's the night
YOU NEVER KNOW WHO'S RIDING WITH YOU
05 / Big Idea Nº4

20 Years of Dexter — Screen Network Takeover

Our residential DOOH network becomes Dexter's world for the full window — anchored to the 20-year anniversary and Halloween, with a conversion mechanic that ties every activation together.

  • Vertical video built for the ride: Dexter "riding along," a floor counter that glitches to 13, live countdown to Oct 30
  • Halloween geo-flighting: Church St & Nuit Blanche (TOR), Fright Nights (VAN), Screamfest (CAL), DARK at Fort Edmonton (EDM)
  • Contest: "Report a suspicious neighbour" QR → entry → Paramount+ funnel. Prizes: subscriptions, premiere invites, merch
Est. Cost
$100K media · 4 markets
Lead Time
3–4 weeks
From P+
Video assets · anniversary art · prizing + legal
Phase-awareCountdown → premiere flip ("Tonight's the night") → weekly creative rotation
Why it worksCaptive 30-second audience, full-motion vertical canvas, geo-targeted to the exact Halloween footfall moments named in the brief
Ties it togetherSingle QR/conversion mechanic across memos, mirrors, elevators and screens
06 / Campaign Phasing

Built to Sustain Beyond Week One

Phase 1 · Oct 23–29

Anticipation

Memo series begins. Condensation mirror teasers. Countdown creative on every screen. "A new resident is moving in" seeds curiosity across all markets.

Phase 2 · Oct 30–Nov 1

Launch Hero Moment

Kill-Room Elevators go live premiere day. Mirror silhouettes appear across the network over Halloween weekend. Screens flip to "Tonight's the night."

Phase 3 · Nov 2–22

Sustain

Weekly memo rotations. New screen creative each week. AR filter push. Contest closes with winner reveal — conversation renewed week-on-week.

Kill-Room Elevators require 6+ weeks; all other executions fall within the sub-5-week lead-time requirement.

07 / Investment

Budget Overview

ActivationScopeEstimate (CAD)
The Kill-Room ElevatorElevator Wrap Production $15K × 4 elevators (one per market) + $100K required digital media buy$160K
Notice to ResidentsAll markets · design, weekly rotations, seeding$50K
20 Years of Dexter screen takeoverAll markets · full-motion media, contest$100K
Recommended core packageAll-in, all markets$310K
+ The Mirror RidesSilhouette clings, condensation copy, AR filter · all markets+$45–65K+

Top-level estimates per the brief; to be refined on concept selection. Production, fabrication, media and activation included. Ideas are modular — any can run independently.

08 / Market Strategy

Four Markets, One Resident

PRIORITY 1 · HERO

Toronto

Full activation: Kill-Room Elevators, full memo series, mirror clings, screen takeover, contest. Tie-ins: Church Street Halloween, Nuit Blanche.

PRIORITY 2

Calgary & Edmonton

Screen takeover, select elevator wraps, memos, mirror clings, contest. Geo-flighting around Screamfest and DARK at Fort Edmonton Park.

PRIORITY 3

Vancouver

Screen-led with memos, mirror clings, AR filter and contest. Fright Nights at PNE tie-in. Experiential upgrades if budget allows.

09 / Guardrails & Next Steps

Suggestive. Never Graphic.

Per the brief, everything is all-age friendly with no blood-related creative. The campaign runs on plastic-wrap, silhouette, tape-outline and typographic motifs. One optional subtle nod (a trophy-slide decal in the elevator) is isolated, flagged, and removable without affecting the concept.

  • Fire-code-compliant print materials (no actual plastic sheeting in cabs)
  • Paramount+/Showtime brand approval at every creative gate
  • Contest legal review by province
1 · Jul 9Big ideas submitted for review
2 · Jul 23Client feedback & concept selection
3 · Aug 14Detailed costing & production plans
4 · Sept 4Creative development & asset requests, building permissions
5 · Sept 25Production, fabrication
6 · Oct 23Installation & campaign launch

TONIGHT'S THE NIGHT.