On October 10, 2023, The Globe and Mail launched a new true-crime podcast by investigative journalist Jana Pruden. It details the story of Helen Naslund, who, after years of horrible abuse, took her husband’s life. My team was asked to create full-page ads to promote the series, and as a true-crime aficionado myself, I pushed for something a little different.

Shortly after these ads ran, the podcast rated #1 on Apple Podcasts. Of course that’s based on the quality of the show itself, but we like to think our evocative ads had a little something to do with it as well.