We chose a unique way to promote Lincoln Rhyme: Hunt for the Bone Collector, a series about the hunt for a serial killer - an ad disguised as a supplement commercial! After strategy identified daytime viewers as a strong potential audience, this spot was scheduled alongside other big pharma ads during day blocks which usually did not promote primetime crime dramas. I had the opportunity to direct the wonderful Brian F O’Bryne, who really embraced the concept. The use of the Buddy Holly song ties back to the series in a very chilling way.