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, contemporary, and visually unexpected.
The creative leaned into attitude, energy, and stylization — treating the city not just as a backdrop, but as an essential character within the story — and establishing a distinct visual identity that felt rooted in place yet unmistakably modern.
Role & Responsibilities
Role: Art Director
Responsibilities:
Led design execution and campaign rollout across platforms
Developed key art, typography, and visual styling
Adapted the creative system across streaming, social, digital, event, and out-of-home touchpoints
Ensured cohesive brand expression across all deliverables
Campaign Concept
Working from the photoshoot assets, I translated the raw material into layered, expressive key art compositions that embodied the show’s tone and personality.
The visual approach emphasized character, contrast, and atmosphere — using composition, color, and typography to reflect Diarra’s sharp humor and noir-inspired edge. Detroit’s texture, architecture, and cultural energy informed the look and feel, reinforcing the city’s role as a narrative force within the series.
Process & Development
Beginning with RAW imagery, I focused on expressive image selects and dynamic compositions, pairing them with a feminine-yet-mysterious title treatment to balance strength and intrigue.
The visual language was then extended across streaming, social, out-of-home, and digital assets — maintaining consistency while allowing the work to flex across formats and placements.
Final Deliverables
- Key Art - Streaming and Social Assets - Digital Rollout Materials - Event Materials - Out-of-Home
Recognition
The campaign was featured prominently across BET+ and partner platforms, contributing to strong audience engagement and positive reception.
The series became one of the top 10 scripted cable shows among Black households, with the campaign’s visual storytelling helping establish a clear, compelling identity within the BET+ slate.
Reflection
This campaign was a strong example of translating a creative vision into high-impact, real-world design. By grounding the work in place, tone, and character, we built a visual language that felt authentic to the series and resonant with its audience.
credits
Photographer: Chrisean Rose
Creative Director: Nia Lawrence
VP, Design: Chris Scarlata
Mural Artist: Sydney G. James
