Overview

The L Word: Generation Q is a Showtime series that reimagines the groundbreaking original with a contemporary lens. The campaign required a visual identity that honored the legacy while introducing a fresh, authentic perspective.

Role & Responsibilities

Title: Art Director
Responsibilities: Led key art concept development, including sketches, mood boards, and mockups for stakeholder presentations. Selected photographer Cass Bird and oversaw in-person shoot planning and execution. Designed final artwork, handled compositing, and collaborated on finishing touches. Executed out-of-home (OOH) and digital assets. Developed the campaign's style guide to ensure consistency across platforms.

Campaign Concept

The creative direction embraced a naturalistic aesthetic, moving away from the bold colors of the original series. The season one artwork utilized a cool summer palette, creating a deconstructed rainbow that subtly conveyed queer identity without overt symbolism.

Process & Development

Collaborated closely with photographer Cass Bird to capture authentic imagery that resonated with the show's themes. The design process involved creating mood boards and mockups to align with stakeholder expectations, followed by meticulous compositing and finishing to produce the final key art.

Final Deliverables

- Key Art - Out-of-Home (OOH) Materials - Digital Assets - PR Assets - Style Guide

Recognition

The campaign was featured prominently across various platforms, including billboards in major cities like Los Angeles, San Francisco and New York, effectively reintroducing the series to both loyal fans and new audiences.

Wrap-Up

This project was a testament to thoughtful design and strategic execution, successfully bridging the gap between the original series and its modern iteration, and resonating with a diverse, contemporary audience.

credits

Photographer / Cass Bird
Creative Director / Bob Motzenbecker

©Showtime Networks Inc.