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 a stylized setting.

Role & Responsibilities

Role: Art Director
Responsibilities: Design execution and rollout of campaign visuals, including key art, typography, visual styling, and multi-platform adaptations —ensuring brand cohesion across all touch points.

Campaign Concept

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

Process & Development

Working from RAW imagery, I focused on expressive image selects, dynamic composition, and a feminine-yet-mysterious title treatment. I also 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. We built a unique visual language that resonated with the tone of the series and our audience.

credits

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

©BET+, Paramount Global