my ROLE

Art Director

Key art concept development. Sketches and mood boards for stakeholder pitching. Photoshoot planning, shot lists, and photographer selection. Final artwork design with photo selection and compositing. Retouching oversight.

CONTEXT

Having a dream is easy. Knowing what to do when you achieve it, isn’t. Especially with the added anxiety of pretending to be someone you’re not. The show portrays the wonderfully odd world of home shopping and obsessive passion for the products. Plus the over-the-top spirit of SVN and its many personalities.​ Joanna is the relatable underdog you can’t help but root for.​ Through the unbridled optimism of shooting your shot, Joanna discovers that living the dream can sometimes be a tough sell.

CHALLENGE

Three pillars needed to be addressed in the overall campaign:
The Humor: The show is first and foremost a comedy. It has a strong ensemble cast, who are experts at making people LOL, that will keep viewers coming back.
The Heart: This is comfort TV about being uncomfortable and the emotions and anxieties of the characters ground us in a relatable place.
The Home (Shopping): This is a first chance to see this captivating world from the other side and expose the reality behind the familiar setting of home shopping, with unfamiliar, comical context.

credits

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

©Showtime Networks Inc.