Overview

As part of the Dexter: New Blood campaign, I led the development of a fresh visual direction that reintroduced the iconic character to a new generation while honoring the legacy of the original series.

The creative needed to balance familiarity with evolution — maintaining Dexter’s unmistakable identity while embracing a darker, colder tone that reflected the show’s new setting, emotional shift, and narrative reset.

Role & Responsibilities

Role: Lead Art Director

Responsibilities:

• Led key art concept development and design direction

• Drove typography exploration and visual branding

• Oversaw campaign rollout across print, out-of-home, and digital assets

• Collaborated closely with Creative Directors and marketing teams to refine tone, narrative alignment, and execution

Campaign Concept

Centered on the themes of duality and reinvention, the visual direction contrasted stark winter environments with Dexter’s internal darkness. The campaign explored tension between isolation and identity — a man attempting to disappear while unable to escape who he truly is.

Visually, we experimented with icy, desaturated landscapes, using color, scale, and composition to underscore emotional detachment and the unease simmering beneath Dexter’s new life.

Process & Development

I developed a range of creative directions using character photography and environmental elements to modernize the franchise while preserving its core DNA.

The process included shoot planning, mockups, shot lists, photographer recommendations, and image selection for agency finishing. Throughout, the focus remained on bold composition and disciplined restraint — ensuring the work felt unmistakably Dexter, yet undeniably evolved.

Final Deliverables

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

IMPACT & Recognition

5.4 million cross-platform viewers in its first week, making Dexter: New Blood the most-watched Showtime title ever on its premiere day. Most-watched scripted drama season-opener telecast among all premium channels in 2021.

Awards:

• 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 struck a careful balance between legacy and evolution — delivering a design system that reintroduced Dexter in a bold, haunting visual language while honoring what made the character iconic. Dexter has long been one of my favorite fictional characters, so contributing to the next chapter of his story was especially meaningful.

credits

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