A freelance brand strategy & creative project done for a The Lengths by Howard Hardiman, an edgy look at the world of male escorts.The first comic of its kind which has achieved international critical acclaim. What Lengths would you be prepared to go to? www.thelengths.com

3. Howard Hardiman
Creator

4. THE
LENGTHS
The basic premise of the
comic is...
<caption>
It’s about an
underground subculture

5. THE
LENGTHS
Sex.
Drugs.
London.
Prostitution. Dogs.
The basic premise of the
comic is...
<caption>
It’s about an
underground subculture

6. THE
PREFACE

7. THE
PREFACE
the
ind
F
rs.
me
sto
t cu
igh
r
Get Published Hardback.
Entice Intere
st.

8. THE
MISSION

9. THE
MISSION
Reposition. Recognise. Reach.
Reposition. Recognise. Reach.
Reposition. Recognise. Reach.
Reposition. Recognise. Reach.
Reposition. Recognise. Reach.
Reposition. Recognise. Reach.
Reposition. Recognise. Reach.
Reposition. Recognise. Reach.
Reposition. Recognise. Reach.
Reposition. Recognise. Reach.
Reposition. Recognise. Reach.

10. THE MISSION
REPOSITION:

11. THE MISSION
REPOSITION:Step #1

12. THE MISSION
REPOSITION:
Tried to sell it as a
comic...
Didn’t get very far!
Did well in art-showcases

13. THE MISSION
REPOSITION: The Hard Sell
Tried to sell it as a
comic...
Didn’t get very far!
Did well in art-showcases

14. THE MISSION
REPOSITION:
“It took a few years of false
starts but now it’s official:
The graphic novel form is the
fastest growing new category of
publishing, rising like a meteor.”
Stephen Weiner

15. THE MISSION
REPOSITION: I’m Not A Comic
“It took a few years of false
starts but now it’s official:
The graphic novel form is the
fastest growing new category of
publishing, rising like a meteor.”
Stephen Weiner

16. THE MISSION
REPOSITION:
Dave’s Comics & GNs,
BGHTN
Graphic Novels are become
more famous!
Older males
Hollywood interest...

17. THE MISSION
Dave’s Comics & GNs,
BGHTN
REPOSITION: Bigger. Faster. Stronger.
Graphic Novels are become
more famous!
Older males
Hollywood interest...

18. THE MISSION
RECOGNISE:

19. THE MISSION
RECOGNISE: Step #2

20. THE MISSION
RECOGNISE:
The slightly askew group of
gay individuals
who don’t fall under any
stereotypical image
They are avid pop-culture &
literature-friendly interests
lie beyond Madonna & The
X-Factor
They are NOW

21. THE MISSION
RECOGNISE: The ‘Gayterati’
The slightly askew group of
gay individuals
who don’t fall under any
stereotypical image
They are avid pop-culture &
literature-friendly interests
lie beyond Madonna & The
X-Factor
They are NOW

22. THE MISSION
RECOGNISE:
Media educators Larry Gross and George Gerbner argue
that the media participate in the "symbolic annihilation" of
gays and lesbians by negatively stereotyping them (often
consigning them to the margins of entertainment media,
playing either "colourful" and "amboyant" characters or
dangerous psychopaths), by rarely portraying them
realistically, or by not portraying them at all.
Gross & Gerbner also argue that
the commercial structure of the
mass media limits the opportunity
for representing the diversity of
gay characters. Too often
networks and lm companies shy
away from portraying gays and
lesbian for fear of alienating or
offending advertisers, investors
and audiences.

23. THE MISSION
RECOGNISE: Mis (ter) Represented
Media educators Larry Gross and George Gerbner argue
that the media participate in the "symbolic annihilation" of
gays and lesbians by negatively stereotyping them (often
consigning them to the margins of entertainment media,
playing either "colourful" and "amboyant" characters or
dangerous psychopaths), by rarely portraying them
realistically, or by not portraying them at all.
Gross & Gerbner also argue that
the commercial structure of the
mass media limits the opportunity
for representing the diversity of
gay characters. Too often
networks and lm companies shy
away from portraying gays and
lesbian for fear of alienating or
offending advertisers, investors
and audiences.

24. THE MISSION
RECOGNISE:
“I didn’t know anyone cared?”
“Eddie...
is just like me!”
“This is my untold story...”

25. THE MISSION
RECOGNISE: My Untold Story
“I didn’t know anyone cared?”
“Eddie...
is just like me!”
“This is my untold story...”

26. THE MISSION
REACH:

27. THE MISSION
REACH:Step #3

28. THE MISSION
REACH:

29. THE MISSION
REACH: Their Turf
Gay and
lesbian
community is
more active on
social
networks than
heterosexuals.
Harris Interactive, 2010

30. THE MISSION
REACH:
Although the US has more FB
users, the UK has the most number
of gay people using it

31. THE MISSION
REACH: Gays In The Village
Although the US has more FB
users, the UK has the most number
of gay people using it
0.4%
0.6%

32. THE MISSION
REACH:

33. THE MISSION
REACH: We Met Online...

34. THE MISSION
REACH:

35. THE MISSION
REACH: Online, All Mine!
READ
VISIT
SOCIAL
WEBSITES
FACE
BOOK
BLOGS
DAILY

36. THE MISSION
REACH:

37. THE MISSION
REACH: Bump & Grind
1 hour & 30 mins
online with Grindr
everyday
Logging in about
9 times a day
700,00+
users worldwide

38. THE MISSION
REACH:Bump & Grind
Which makes GRINDR an
essential part of the
communication mix...
apart from
FB & TWITTER

39. THE MISSION
REACH:

40. THE MISSION
REACH: The Bright One

41. THE
RECAP

42. THE
RECAP
Reposition: A Graphic Novel
Recognise: The Gayterati
Reach: Social Networks

43. THE
CAMPAIGN

44. THE
CAMPAIGN
Insight
My Untold Story.
Proposition
Share your untold story, in a graphic way.

45. THE
ENCORE:

46. THE
ENCORE:Creative Ideas

47. THE
ENCORE:
Create FSP of Sex
Workers on
-FB, Twitter & Grindr
Bring characters to life.
But how will people find
out about them?

48. THE
ENCORE:Fictional Social Profile
Create FSP of Sex
Workers on
-FB, Twitter & Grindr
Bring characters to life.
But how will people find
out about them?

49. THE
ENCORE:
Sex worker flyers!
Placed in BOOKS
Handed out in clubs
GN & Comic Shops

50. THE
ENCORE: Come Fly With Me
Sex worker flyers!
Placed in BOOKS
Handed out in clubs
GN & Comic Shops

51. THE
ENCORE:

52. THE
ENCORE:Buy Me A Drink?

53. THE
ENCORE:

54. THE
ENCORE:Radio GA GA
I’m a laid back slim guy, into alternate politics,
computer games & sci-fi & getting stoned after
work...
Get in touch @ JXX001 if you want
to chill out & have fun!

55. THE
ENCORE:

56. THE
ENCORE:The ‘UNTOLD’ Event

57. THE
ENCORE:
After the Event, we can
continue to gather
Untold stories @
dogsunleashed
for future episodes of TL

58. THE
ENCORE:The Future
After the Event, we can
continue to gather
Untold stories @
dogsunleashed
for future episodes of TL

60. THE
END