Overview

To promote the breakout series 'Yellowjackets,' I led the creative execution from concept to campaign rollout. The project aimed to visually convey the show's haunting dual timelines and psychological tension while appealing to both genre fans and prestige-TV audiences.

Role & Responsibilities

Role: Lead Art Director
Responsibilities: Key art concept and design direction, typography exploration, visual branding for campaign rollout including print, OOH, and digital assets. Collaborated with Creative Directors, showrunners and marketing teams to refine the campaign's visual tone and execution.

Campaign Concept

Built around the idea of 'Memento Mori,' the concept highlighted the characters' entangled survival narrative. I developed the visual language and compositional tone to reflect the show's dark emotional core. Asking the question: does darkness lie in the wilderness… or in the women?

Process & Development

Included moodboards, mockups, type exploration, shoot planning and raw photo selects. Pitched concepts to executives, championing the final selection. Focused on tightly-cropped compositions, and a deep, haunting image treatment to reflect the show’s cinematography.

Final Deliverables

- Key Art - Social Assets - Digital Ads - Out-of-Home - FYC Mailer

Recognition

IndieWire’s 25 Best Film and Television Posters of 2021
2022 Promax Gold Winner (Overall Key Art Poster)
2022 Promax Silver Winner (Key Art Poster: Dramatic Program)
2023 Promax Gold Winner (Print Premium or Specialty Item: FYC Yearbook)
2022 Clio Entertainment Silver Winner (Television/Series Domestic One-Sheet)
2022 Clio Entertainment Bronze Winner (Television/Series Integrated Campaign)

Reflection

One of my proudest projects! A balance of strong conceptual direction and rich, emotional visual storytelling that resonated widely across audiences and platforms.

Credits

Photographer / Brendan Meadows
Creative Directors / Bob Motzenbecker & David Krtikashyan
Key Art Agency / Percival + Associates
FYC Yearbook Agency / Legion Creative
Design Team / Lindsey Conway

©Showtime Networks Inc.