1923

Campaign Overview

1923 is the next installment of the Yellowstone origin story and introduces a new generation of the Dutton family. The show explores the early twentieth century after World War 1, when pandemics, historic drought, the start of Prohibition, and the years leading up to the Great Depression, plagued the mountain west.

The series stars Academy Award winner, Helen Mirren, and Academy Award nominee, Harrison Ford. The show is produced by MTV Entertainment Studios, 101 Studios, and Bosque Ranch Productions, and executive produced by Taylor Sheridan and John Linson.

Key Art

One-Sheet

Title
1923

Campaign
OOH, DOOH, and A/V

Release Date
April 14, 2023

Client
Paramount+

Campaign Hooks

Global Scale

With the show narrative playing out on a global stage, the 1923 story has a sense of adventure that previous installments in the Yellowstone Universe have not had. And although the show is based predominantly in Montana, the story spans the globe.

Hearts on Fire

As a contrast to the grim and dour tone of 1883, the 1923 story introduces more visceral themes of love and romance than previously explored in 1883 and Yellowstone. However, the 1923 brand of romance is not flowery and saccharine but raw and intense.

Land and Legacy

The 1923 story takes place in a tumultuous era of history, occurring after World War 1, the 1918 pandemic, and the start of Prohibition. 1923 traces the beginnings of the Dutton family crusade to protect their land and legacy at all costs.

Trailer

Length
01:30 minutes

Release Date
November 27, 2022

Client
Paramount+

On Platform

Press

Vanity Fair – First Look

In a Vanity Fair exclusive, the magazine interviewed screen legends, Helen Mirren (Cara Dutton) and Harrison Ford (Jacob Dutton) about their roles in 1923 and what viewers can expect from the Taylor Sheridan western drama.

In addition to the interview, a series of photos were published that showcase the actors in character, and on the famous Dutton ranch. The photos were shot on location in Butte, Montana, by photographer, James Minchin, as part of our teams larger creative shoot.

Read the full article here.

Out-of-Home

Character Portraits

Behind the Scenes

CREDITS:

MTV Entertainment Studio

Chief Marketing Officer: Amy Campbell

Design:
SVP, Brand Creative: Thomas Berger
VP, Art: Angelina Battista
Senior Design Director: Brandon Lori
Creative Director: Jamey Welch

Key Art and Logo Design Exploration: Annie Ng

A/V:
SVP, Brand Creative: Deva Newman
VP, Creative Director: Michael Davidowitz
Senior Creative Director: Nicole Dobbs

Production:
Senior Director, Production: Jennifer McComb
Senior Producer: Trisha Novy
Senior Producer: Ian Kahn

Photo:
Director, Photography: Michael Levine

Paramount+

EVP, CMO - Head of Marketing & Data: Domenic DiMeglio
EVP, Creative Marketing: Terry Minogue

Design:
SVP, Head of Design: Matt Hernandez
Senior Creative Director, Key Art & Print: Steve Chan
Art Director: Chris Hawkins
Art Director: Sabrina Nguyen
Art Director: Bruce Ventanilla

Photo:
VP, Photography: Christine Ramage
Director, Photography: Sarah Coulter

360:
VP, Creative Director: Becca Schader

Marketing:
SVP, Marketing - Program/Originals, Scripted & Unscripted: Shawn Silverman
VP, Program & Originals Marketing: Amy Twilley
Director, Program & Originals Marketing: Megan Happ
Senior Marketing Project Manager, Programs & Originals: Erin McNally
Campaign Manager, Awards: Tara Marin

Strategy:
SVP, Originals Content Strategy, Scripted Series & Films: Malene Sam
VP, Content Strategy: Evan Otis

Production:
Senior Director, Short Form Production: Christopher Daviau
Executive Producer: Alice Glinert

Partners:
Photographer: James Minchin
Key Art Agency: Leroy & Rose
Key Art Agency: BOND
Client: Paramount+