overview

I Love That for You is a Showtime comedy inspired by Vanessa Bayer’s personal story. It follows Joanna Gold, who lands her dream job on a home shopping channel and lies about her illness returning to keep it. The campaign needed to balance sincerity and satire, capturing the glossy world of televised retail while grounding the work in vulnerability and emotional truth.

Role & Responsibilities

Role: Art Director

Responsibilities:

• Developed key art concept and overall visual direction

• Created sketches, mood boards, and presentation materials

• Pitched photographer and directed shoot planning

• Designed final artwork and guided retouching

• Produced OOH and built a style guide for cross-platform consistency

Creative Approach

The direction reflects the show’s tonal balance. Heartfelt and absurd at the same time. Bright color and bold typography reference home shopping TV, while composition and performance highlight Joanna’s optimism and vulnerability. The imagery feels welcoming, playful, and slightly off. Humor sits alongside real emotional stakes. The final key art is simple and confident, letting character and color carry the work.

Credits

Photographer: Jill Greenberg
Creative Directors: Bob Motzenbecker, David Krtikashyan
Art Directors: Rebecca Wheatman, Suti Teeraniti
Logo Designer: Scott Massey