House of Cards - S3 Coming Soon Email

For season 3 of House of Cards, I explored the use of a cinemagraph to convey the tone of the show and more importantly the state of affairs between the two principal characters. So much can be telegraphed by body language and freezing this moment in this car ride set against this endless motion of the world outside seemed the perfect encapsulation of where the show's plot was.

Being able to use cinemagraphs helped to make this email message more than simply information. It was a way to engage fans of the show and give them something interesting to look at.

An early version had a special 'easter-egg' message appear in place of the 'Arriving Soon' message but was removed in later rounds.