The Show

This mini series peels back the twisted layers of Gacy’s life while weaving in heartrending stories of his victims; exploring the grief, guilt, and trauma of their families and friends; and exposing the systemic failures, missed opportunities and societal prejudices that fueled his reign of terror.

The Ask

Drive awareness and demand for Peacock’s new mini series by capturing true crime fans eager for their next disturbing binge, motivating them to sign up and stream Devil in Disguise: John Wayne Gacy. Success is measured through paid first views and broad reach, using a dark, perspective-shifting narrative that reexamines one of history’s most notorious killers.

TARGET AUDIENCE PROMISE

  • TRUE CRIME

    Promise them the thrill of the investigation as the detectives uncover clues, remains, and Gacy’s secrets. 

    Emphasize the never-before-explored stories of those surrounding the investigation, from the detectives and lawyers, to the victims and their families. 

  • GRITTY DRAMA

    Promise a premium addition to the scripted True Crime space, with thoughtful care taken to create complex, developed character arcs for the victims and their families.

    Emphasize the performances and the auspice, as well as the edge-of-your-seat pacing as the story develops.

Marketing Hooks

  • THE MAKEUP COMES OFF

    As the most notorious and recognizable name in this story, JWG is still a subject of fascination for many. 

    While we will avoid heroizing Gacy or positioning this series as a deep dive into his crimes, we will invite audiences to witness him as he’s unmasked. Our creative will tease that as his crimes are uncovered, and he begins to unravel, there’s no longer anywhere he can hide.

  • THE REAL STORIES ARE TOLD

    The difference between this story and other scripted True Crime series, is the focus on those is around the killer, than the killer himself. 

    Our creative will emphasize the complex character drama, told through the stories of the victims, detectives, families, and community that suffered so much due to a devil who hid in plain sight.

  • THE MEDIA CIRCUS BEGINS

    After the bodies are found, the madness begins. 

    In our campaign, we’ll set up the frenzy of the trial, the lawyers who are both seeking justice and seeking personal gain, and the growing obsession with Gacy across the country, that sensationalized his crimes and made him infamous.

See the reality of Gacy’s crimes. Witness a failed system and those who fought against it. Understand the full story. Know the victims—their names, their faces, and the families who loved them. Shine a light on true evil, and the wake of anguish it left behind.

SEE. KNOW. EVIL. 

Social CAMPAIGN

WHere the Devil dwells

This social content positions Gacy’s house as a character in its own right—an unassuming space that holds the weight of every story that passes through it. Each video taps into the gritty, complex drama of all the people who step inside.

THE MONSTER INSIDE

These concepts take a chilling look inside the house to reveal the man for who he truly was, drawing in true crime fans by reminding them that the sinister “killer clown” was once perceived as an unassuming, upstanding citizen.

REAL LIFE vs. TRUE STORY

We developed concepts that spotlight the real people who were part of the investigation alongside the actors who brought their stories to life, reinforcing the show’s commitment to authenticity and historical accuracy.

So let’s work together?

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