Role: Art Director

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, creating a system that balanced familiarity with evolution. 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 campaign extended across print, out-of-home, and digital touchpoints, creating a cohesive launch that reintroduced the franchise for a new era.

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 across all premium channels in 2021.

• Promax Bronze — Key Art Poster Campaign (2022)

• Promax Bronze — Out-of-Home Ad (2022)

• Promax Silver — Total Print Package (2022)

campaign

out-of-home

social & digital

press kit

credits

Photographer: Kurt Iswarienko
Creative Director: Alex Judson
Art Directors: Rebecca Wheatman, Richard Fahey
Agency: Little Giant
Copywriter: Jordan Scott