ROLE
Lead Art Director

CLIENT
Showtime

SCOPE
Series Relaunch

CHANNELS
Key Art • OOH • Digital • Social • Print

TEAM
Photographer: Kurt Iswarienko
Creative Director: Alex Judson
Art Director: Richard Fahey
Copywriter: Jordan Scott

PARTNERS
Little Giant (Key Art)
Candid Worldwide (Press Kit)

RESULTS

5.4M viewers in premiere week
#1 Most-Watched Showtime Original Premiere at the time
Most-watched scripted drama season-opener telecast in 2021
Promax Bronze — Key Art Poster Campaign (2022)
Promax Bronze — Out-of-Home Ad (2022)
Promax Silver — Total Print Package (2022)

brief

For Dexter: New Blood, the challenge was to reintroduce one of television's most recognizable antiheroes while honoring the legacy of the original series. The campaign needed to feel familiar to longtime fans while signaling a darker, more mature chapter, reflecting both the show's new setting and Dexter's attempt to reinvent himself.

A man trying to disappear, but unable to escape who he is.

solution

I led the development of the key art campaign and visual direction from concept to finish, creating a system that balanced familiarity with evolution. I assisted with shoot prep including detailed shot lists and photographer selection. The campaign extended across print, out-of-home, motion, and digital touchpoints, creating a cohesive launch that reintroduced the franchise for a new era.

The creative centered on themes of duality and reinvention, using stark winter environments to contrast Dexter's internal darkness and underscore the tension between isolation and identity. Through icy, desaturated landscapes, restrained color palettes, and carefully controlled composition, the campaign reinforced a sense of emotional distance and unease beneath Dexter's carefully constructed new life. The final compositions balance familiarity with restraint. Rather than relying on overt violence, the artwork leans into atmosphere and anticipation, allowing Dexter's signature confidence to carry the image. Cold winter tones establish the new setting while selective red accents preserve the visual DNA audiences associate with the franchise.

press kit

Working closely with Candid Worldwide, I helped bring the Dexter: New Blood world into a tactile experience through a custom 3D press kit. Designed as a realistic ice fishing hole, the package used layered materials including translucent blue acetate to recreate frozen ice, revealing a branded booklet and promotional items beneath.