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2C 2.0 Gets Beyond the Headlines in Campaign for HLN Original Series ‘How It Really Happened’

Extensive On-Air Marketing Elements Include Launch, Episodics & Topical Graphics Package

There’s what you’ve heard… and there’s how it really happened, teases the newest promo for “How It Really Happened,” an HLN Original primetime series debuting its sixth season on March 14. Longtime creative partner 2C 2.0 was enlisted by CNN Creative Marketing to deliver the extensive on-air marketing campaign. A true collaborative effort, the teams were in sync for every step of the process, with Bill Platt leading the creative on CNN’s end. Watch campaign highlights HERE.

Key Art Promoting HLN Original Series “How It Really Happened”

In approaching the campaign, 2C focused on what sets “How It Really Happened” apart from other similar docuseries, using the editorial language and visual elements to demonstrate this quite literally. The agency created a graphic device that starts with floating headlines and audio clips of “what you’ve heard” in the news before diving deeper into teasing what viewers actually haven’t heard in the second half of the spot. 

“This series is special in the way it gets beyond the headlines most people see to reveal that there’s so much more behind every story. By focusing on this differentiator, both editorially and visually, we were able give the new season a distinctive feel while getting to the heart of the show’s appeal to viewers,” said 2C Creative Director Cheryl King. “I really enjoyed getting to help see it through from ideation to completion.”   

2C, which had actually teamed with CNN to promote two prior seasons of “How It Really Happened,” delivered a Season 6 on-air marketing campaign consisting of a launch promo and six episodic spots (all with cutdowns), as well as a topical graphics package.

Hosted by critically acclaimed actor Hill Harper, the HLN Original primetime series “How It Really Happened” delves deeply into some of the most notorious crimes, mysteries, trials and celebrity tragedies of our time. Season 6 premieres at 9 p.m. ET/PT, Sunday, March 14, 2021.


CNN Creative Marketing
SVP, Creative Marketing & Brand Standards: Rick Lewchuk
VP & Group Creative Director: Whit Friese
Sr. Director, Production: Matt Barnett
Senior Writer Producer: Bill Platt
Senior Production Manager: Nichole Goralnik
Production Resource Manager: Denise Patierno

2C 2.0
President/Owner: Chris Sloan
Operations Manager: Bob Cobb
Creative Director/Writer: Cheryl King
Video Editor: Jesus Martinez
Designer: Nick Ford
Animator: Jessica Musumeci
Sound Design/Mix: Cesar Haliwa & Andy Stermer