Role: Art Director

brief

I Love That for You is a comedy inspired by Vanessa Bayer's personal experience with childhood cancer. Set within the glossy world of televised retail, the series balances sharp satire with genuine emotional vulnerability. The campaign needed to capture both sides of that equation, embracing the heightened optimism of home shopping television while remaining grounded in Joanna's emotional journey.

heartfelt + absurd

solution

I developed the campaign's visual direction around the show's unique tonal balance, creating a world that felt bright, inviting, and slightly artificial without losing sight of the character's humanity. Inspired by the visual language of home shopping networks, the campaign paired bold color, clean compositions, and graphic typography with character-driven imagery that emphasized optimism, vulnerability, and emotional authenticity.

The result was a simple, confident visual system that allowed humor and heart to coexist, reflecting the series' ability to be both absurd and deeply sincere at the same time.

campaign

out-of-home

Credits

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