NONE OF THIS IS TRUE
Challenge. Solution. Results.
Winner of the Book Marketer’s Society Award for Best Adult Fiction Q3 2023
The Challenge
Penguin Random House UK approached us to create video assets for the promotion of Lisa Jewell’s None of This Is True. They wanted a fresh, out-of-the-box approach that would visually capture the story’s tone and intrigue while remaining true to the author’s vision. The brief called for scenes drawn directly from the book, yet with a deliberate restraint; keeping the lead character’s face hidden to preserve the reader’s imagination. The challenge was to strike the right balance between visual storytelling and mystery, crafting content that would spark curiosity and sustain engagement across platforms. Now, how did we tackle this?
Our Solution
Our approach shifted the focus from creating striking videos to crafting a trailer that felt cinematic and engaging. Treating the book as if it were a film allowed us to package the story in a way that was both exciting and immersive, highlighting key moments while maintaining a sense of intrigue. Every creative decision was guided by the desire to build tension, encourage curiosity, and respect the author’s vision of letting readers imagine the characters for themselves. By carefully considering tone, pacing, and atmosphere, we delivered visuals that felt alive and dynamic, capturing the dark themes and suspense of the story while remaining versatile enough to engage audiences across multiple platforms. The strategy ensured that the content was not only visually compelling but also strategically positioned to amplify anticipation for the book and maintain long-term audience engagement.
The Results
The campaign earned the Book Marketers Society Award in the Adult Fiction category for Best Marketing Campaign in Q3 2023, recognising its creative impact and effectiveness. The video assets engaged audiences across multiple platforms while remaining versatile enough to support both the launch and ongoing promotion. The result was a standout campaign that delivered cinematic storytelling, strengthened the book’s visibility, and amplified audience anticipation, leaving a lasting impression on readers and industry alike.
“It was great to work with [Gunpowder House] on this project. They were organised and efficient as well as being wonderfully creative and understood our vision for the scenes really well.”
Sarah Ridley Marketing Director, Transworld, Penguin Random House UK
Why It Worked?
The campaign succeeded because it focused on strategy over spectacle. By presenting the story in a trailer format, we created content that was immediately engaging, maintained intrigue, and reflected the tone of the book. Every decision reinforced the author’s vision while capturing the audience’s attention, ensuring the campaign was both memorable and impactful across platforms.
