brief

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.

Floral elements inspired by the season's opening funeral and wedding scenes symbolize grief, hope, and renewal.

solution

I collaborated closely with creative leadership to develop and refine multiple campaign directions before arriving at a solution that balanced emotional storytelling with strong visual hierarchy. Season 3 centers on the disappearance of a young Black woman, bringing attention to an issue that has historically received far too little public awareness. The campaign reflects both the weight of that story and the resilience of the community at its center.

out-of-home

press kit