Overview

Diarra from Detroit is a dark comedy with a bold, offbeat voice. The campaign needed to reflect the show's neo-noir tone and Detroit setting while positioning it as fresh and visually unexpected. The marketing creative leaned into energy, attitude, and stylized color.

Role & Responsibilities

Role: Art Director
Responsibilities: Design execution and rollout across all campaign assets, including key art, typography, visual styling, and multi-platform adaptations. Collaborated with creative leads and project managers to ensure brand cohesion.

Campaign Concept

I translated the photoshoot assets into fully realized campaign visuals across all deliverables. I built layered, expressive key art compositions that embodied the show's irreverent and edgy tone. I was challenged to portray The Motor City as a character in its’ own right, establishing location and tone in-line with the storytelling for the season.

Process & Development

Working from RAW imagery, I focused on expressive type, dynamic composition, and feminine yet mysterious color treatment. I extended the visual language into social, streaming, out-of-home and digital assets, ensuring consistent brand presence across all platforms.

Final Deliverables

- Key Art - Streaming and Social Assets - Digital Rollout Materials - Event Materials - OOH

Recognition

The campaign was featured prominently on BET+ and partner platforms, contributing to its positive reception and increased viewership. I enhanced the visual storytelling and overall branding of the project, becoming one of the top 10 scripted shows for cable television among black households.

Reflection

This campaign was a great example of translating a creative vision into tangible, high-impact design. I was able to build a unique visual language that resonated with the tone of the series.

credits

Photographer / Chrisean Rose
Creative Director / Nia Lawrence
Mural Artist / Sydney G. James