Pyre is a short film written and directed by Dylan Miller, produced at the University of Georgia. A widowed mother in a seventeenth-century village is accused of witchcraft and interrogated by a charming, ruthless inquisitor — forced into an impossible choice to save her daughter.

We took the campaign the whole way: key art, an alternate route, the title lockup, thumbnail formats and out-of-home.

The first direction borrowed from the period itself. A flat red field, a black woodcut of figures dancing around a fire beneath a flaming skull, type cut ragged like a seventeenth-century pamphlet — the kind of print that got people burned.

The final key art went the other way. One silhouette bound at the top of a lit pyre, a ring of villagers watching from the dark, the title trailing down the frame like burnt paper. Less document, more witness.

Pyre has since been an official selection at Julien Dubuque International, Allentown, Atlanta Shorts Fest and Oxford Shorts.