Overview

As part of the Dexter: New Blood campaign, I was tasked with developing a fresh visual direction that would reintroduce the iconic character to a new generation while honoring the legacy of the original series. The creative needed to balance nostalgia with a darker, colder tone reflective of the show's shift in setting and mood.

Role & Responsibilities

Role: Lead Art Director
Responsibilities: Key art concept and design direction, typography exploration, visual branding for campaign rollout including print, OOH, and digital assets. Collaborated with Creative Directors and marketing teams to refine the campaign's visual tone and execution.

Campaign Concept

Centered on the concept of duality and reinvention, the visual direction contrasted stark winter environments with Dexter's internal darkness. I explored bold red type treatments and icy visual motifs to underscore the character's emotional detachment and the tension within his 'new life.'

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Process & Development

Developed a range of design directions using character photography and environmental elements to create an updated look for the franchise. Focused on bold composition, typographic tension, and maintaining the essence of Dexter's brand while introducing a new tone.

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Final Deliverables

- Key Art Design - OOH Billboards - Digital Ads - Press Kit

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Recognition

Delivered 5.4 million cross-platform viewers in its first week, becoming the most-watched Showtime title ever on its premiere day. It also was the most-watched scripted drama season opener telecast among all premium channels in 2021. The campaign is widely recognized for its strong rebrand of a classic character.

2022 ProMax Bronze Winner (Key Art Poster Campaign)
2022 ProMax Bronze Winner (Out-of-Home Ad)
2022 ProMax Silver Winner (Total Print Package)

Reflection

This campaign challenged me to walk the line between nostalgia and innovation. The final work struck a balance between legacy and evolution, delivering a design system that reintroduced Dexter to fans in a bold and haunting visual language.

credits

Photographer / Kurt Iswarienko
Creative Director / Alex Judson
Agency / Little Giant
Design Team / Richard Fahey