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. Featuring Diarra’s iconic muscle car was our main directive from the showrunners. Also central to the creative strategy was treating Detroit not simply as a backdrop but as a main character.

Detroit as a main character in the neo-noir-style 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 first season took place in winter, so featuring the harsh snow was key in building out our Detroit environment. The resulting system extended seamlessly across streaming, social, digital, event, and out-of-home executions, creating a cohesive brand experience across every touchpoint.

secondary artwork

out-of-home & experiential

digital & social

design process