Tip Toe

Client: Channel 4

Tip Toe is the latest drama from Russell T Davies. And like all his work, it’s challenging, complex, heartwarming and harrowing at the same time.

But with the national attention span nearing goldfish-levels, how could we ensure this complicated long-form drama landed well? Not all content is created equal, however: true craft has a scroll-stopping quality. And when you’re working with the finest writer of a generation, that quality cuts through like a knife. Traditional planning wouldn’t deliver here. By creating a dramatic launch that immersed viewers in the show’s world and showcased its exceptional production, we doubled streaming target and achieved our best share for a new drama series since 2020.