Nurse the Dead
An iWant first. Introducing an original series and the platform behind it to North American audiences.
Inside Nurse the Dead
An iWant first: an original produced in North America, primarily in English with Tagalog. AJMC led the platform’s North American audience strategy and flagship campaign, secured the production exclusive, then connected creative, media and community participation around the launch.
Read the production exclusive (opens in a new tab)Awareness starts with a reason to watch.
Workplace comedy, supernatural chaos and recognizable relationships introduce iWant’s first North American production. The creative gives audiences a personal way into an original series—and the streaming platform behind it.
Watch on YouTube (opens in a new tab)Make an unfamiliar show immediately legible.
A limited photography package became a complete campaign identity. The ensemble art makes the workplace comedy visible; the character creative introduces the people and supernatural premise. Together with the trailer, the work gives a new audience a way in.
North American positioning, trailer strategy and key art development led by AJMC with the campaign team. Creative reproduced from the delivered campaign report, June 2026.
Build familiarity before asking for viewing.
A new series on an unfamiliar platform needed an immediate reason to watch. As the campaign tested awareness pathways, resources and attention shifted toward audience-facing creative, paid media, direct engagement and community partnerships. The entertainment promise stayed central: workplace comedy, supernatural chaos and recognizable relationships.
Audience response → sharper priorities → direct awarenessA story becomes a public tribute.
For International Nurses Day, the Nurse the Dead launch connected recognition of Filipino nurses with a cross-Pacific lighting tribute. San Francisco City Hall, the Port of San Diego and ABS-CBN’s ELJ Building illuminated the people at the center of the story.
AJMC secured the San Francisco City Hall lighting and helped connect the launch to nursing communities. The wider tribute involved iWant, ABS-CBN and local partners. Campaign photography published by ABS-CBN.
Read the lighting story · ABS-CBN (opens in a new tab)Build awareness for an original series without franchise recognition or an established audience, while introducing iWant to North American consumers. The series needed a clear entertainment proposition before audiences could be asked to watch.
Give each audience a personal way in: working life for healthcare professionals, family and cultural recognition for Filipino communities, comedy and supernatural stakes for new viewers. Connect that relevance to a trailer, a screening and a clear invitation to discover iWant.
North American positioning, trailer and key art development, on-set social capture, publicity, paid media and community engagement. AJMC secured the Variety production exclusive and the San Francisco City Hall lighting, established the PNASC partnership, and developed and executed its Westwood community screening. The wider International Nurses Day tribute connected San Francisco, San Diego and Manila.
iWant’s first North American production became the flagship of a connected platform-expansion strategy. An original series made in Los Angeles, primarily in English with Tagalog, gave the platform a new story to bring to North American audiences. AJMC led audience strategy, positioning and the integrated launch, connecting the title’s entertainment promise to the wider platform opportunity.