the chi

For Season 3 of The Chi, our goal was to evolve the series' visual identity into something that felt more premium, emotionally resonant, and broadly appealing while remaining authentic to the show's voice. Rather than leaning on familiar crime-drama conventions, the campaign needed to communicate that The Chi is fundamentally an ensemble story about family, community, resilience, and the interconnected lives of its characters. The artwork also needed to perform across streaming platforms, digital marketing, and out-of-home placements without losing clarity or emotional impact.

I developed the concept and designed the campaign from initial idea through final artwork. Floral elements drawn from the season’s opening funeral and wedding scenes connected the imagery to themes of grief, hope, and renewal. I carried the direction across out-of-home placements and format variations, created the campaign style guide, and briefed other creative teams to maintain consistency throughout the rollout. I also had the opportunity to work on the creative for additional seasons.

Photographer — Shawn Theodore
Creative Director — Bob Motzenbecker
Art Director — Rebecca Wheatman
Copywriter — Michael Nassar

30% increase in viewership over previous seasons
262% increase in free trials and re-subscriptions for premiere