Role: Art Director

brief

Diarra from Detroit is a dark comedy with a distinctive neo-noir sensibility and a strong sense of place. The challenge was to create a campaign that captured the show's offbeat voice while positioning it as fresh, stylish, and contemporary. Central to the creative strategy was treating Detroit not simply as a backdrop but as a central character to the story.

Detroit as a character in the neo-noir mystery.

solution

Using available photoshoot assets, I developed a layered key art system that balanced character, atmosphere, and attitude. The creative approach emphasized Diarra's personality alongside visual elements that reinforced the show's noir influences, including contrast-driven compositions, stylized typography, and cinematic color treatment.

Detroit's architecture, texture, and energy became foundational elements of the visual language, helping establish a strong sense of place while differentiating the campaign within the crowded streaming landscape. The resulting system extended seamlessly across streaming, social, digital, event, and out-of-home executions, creating a cohesive brand experience across every touchpoint.

campaign

out-of-home & experiential

digital & social

credits

Creative Director: Nia Lawrence
Art Director: Rebecca Wheatman
Photographer: Chrisean Rose
Mural Artist: Sydney G. James
Copywriter: Aubrey Williams