Context

Shameless is an American comedy-drama set on the South Side of Chicago, known for its raw humor, dysfunctional family dynamics, and unapologetic attitude.

For Season 8, producers introduced a bold Western-inspired theme as a way to distinguish the season from prior installments. The creative challenge was to reinterpret classic Western iconography through the lens of Shameless — maintaining the show’s irreverent tone while delivering a fresh, visually unexpected campaign.

Role & Responsibilities

Role: Art Director

Responsibilities:

• Led creative development from initial concept through full campaign rollout

• Supported photo shoot planning and creative direction

• Commissioned a bespoke Western-inspired title treatment

• Developed the overall look and feel of the campaign

• Delivered cohesive, high-impact designs aligned with SHOWTIME’s brand and audience

Creative Approach

The campaign fused Western tropes — bold typography, graphic iconography, and cinematic framing — with Shameless’ signature humor and edge. Rather than playing the theme straight, the visual language leaned into irony and attitude, reinforcing the Gallaghers’ outlaw mentality while keeping the work grounded in character.

Process & Development

From early concept exploration through final execution, I guided the creative direction across photography, typography, and layout systems. A custom title treatment was commissioned to anchor the campaign and unify assets across formats.

The visual system was then extended into key art, billboards, and supporting materials, ensuring consistency and impact across placements while allowing the campaign’s personality to shine.

credits

Photographer: Brian Bowen Smith
Creative Director: Bob Motzenbecker
Title Artist: Luke Lucas