Overview

For Dexter: New Blood, I led the development of a new visual direction that reintroduced the character while honoring the original series. The work balanced familiarity with evolution, keeping Dexter’s identity intact while shifting into a colder, darker tone that reflected the new setting and narrative reset.

Role & Responsibilities

Role: Art Director

Responsibilities:

• Led key art concept development and design direction

• Directed typography and overall visual system

• Pitched photographer and directed shoot planning

• Oversaw rollout across print, OOH, and digital

• Partnered with creative directors and marketing teams to align on tone and story

• Directed high-end retouching

Creative Approach

The campaign centered on duality and reinvention. Stark winter environments contrast with Dexter’s internal darkness, highlighting the tension between isolation and identity. A man trying to disappear, but unable to escape who he is. Visually, we used icy, desaturated landscapes, with color, scale, and composition reinforcing emotional distance, tension, and unease beneath his new life.

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.

2022 Promax Bronze Winner — Key Art Poster Campaign
2022 Promax Bronze Winner — Out-of-Home Ad
2022 Promax Silver Winner — Total Print Package

credits

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