overview

I Love That for You is a Showtime original comedy series inspired by Vanessa Bayer's personal journey overcoming childhood leukemia. The show follows Joanna Gold, who realizes her dream of becoming a host on a home shopping channel, only to fabricate a lie about her illness returning to keep her job.

The campaign required a visual identity that encapsulated the show's blend of sincerity, satire, and the vibrant world of televised retail. The show is first and foremost a comedy. This is comfort TV about being uncomfortable and the emotions and anxieties of the characters ground us in a relatable place.

Role & Responsibilities

Role: Art Director
Responsibilities: Developed the key art concept and overall visual direction. Directed sketches, created mood boards, and developed mockups for executive presentations. Pitched photographer Jill Greenberg to execute the photoshoot. Designed the final artwork and provided retouching guidance. Produced out-of-home materials and developed the comprehensive style guide.

Campaign Concept

The campaign's visual strategy centered on capturing the show's unique tone, a mix of heartfelt ambition and comedic absurdity. The key art featured vibrant colors and bold typography, reflecting the protagonist's optimistic persona and the flashy world of home shopping. The imagery aimed to resonate with audiences by highlighting Joanna's earnestness and the show's satirical edge.

Process & Development

Collaborated closely with creative teams to conceptualize the shoot, focusing on capturing Joanna's character and the show's aesthetic. Utilized the captured imagery to design key art that balanced the show's comedic elements with its emotional depth. Extended the visual language across various platforms, including digital, and out-of-home advertising. Compiled a comprehensive style guide to maintain consistency across all promotional materials.

Final Deliverables

- Key Art - Digital and Print Assets - OOH - Style Guide

credits

Photographer / Jill Greenberg
Creative Directors / Bob Motzenbecker & David Krtikashyan
Logo Designer / Scott Massey