Overview

Diarra from Detroit is a dark comedy with a bold, offbeat voice. The campaign needed to reflect its neo-noir tone and Detroit setting while positioning it as fresh and unexpected. The creative leaned into attitude and stylization, treating the city as a central character and building a visual identity that felt grounded in place but distinctly modern.

Role & Responsibilities

Role: Art Director

Responsibilities:

Led design execution and campaign rollout across platforms
Developed key art, typography, and visual styling
Adapted the system across streaming, social, digital, event, and OOH
Maintained a cohesive brand across all deliverables
Directed high-end retouching

Creative Approach

Using photoshoot assets, I built layered key art that captured the show’s tone and personality. The approach focused on character, contrast, atmosphere, and Diarra’s vehicle. Composition, color, and typography reflect her sharp humor and noir edge. Detroit’s texture, architecture, and energy shaped the visual language, reinforcing the city as a key part of the story.