When a TV show gets syndicated to another country, often the dialogue is dubbed or subtitled. But the TV promos for the CBS show Criminal Minds? Totally redone—in a completely different style.

You know Criminal Minds—that show you never watch but whose existence you’re aware of (though you have to check IMDB just to make sure it’s still on the air)? Well, the program is also running on the AXN channel in Latin America. And the new promo for the series there has a totally different, artsy vibe then the kind of stuff CBS throws up on the tube here in the States.

Check out the AXN version (above). We’re talking typography that looks like it’s been hand-painted onto a blue man (the writing glows as if energized by black light). Plenty, the production company that did the spot, explains on its site, “The idea was to build the body of one of the criminal minds with types and phrases…that would cause most of the psychological traumas.” The Plenty page goes on to explain the rest of the process (not all of which was translated perfectly into English).

Now check out the much more typical kind of promo run for the show in its native America. Here’s the teaser for Season 7. Something definitely got lost in translation…

Thanks, Motionographer