Overview

To promote the breakout series Yellowjackets, I led the creative execution from concept through campaign rollout. The goal was to visually convey the show’s psychological tension while appealing to both genre fans and prestige-TV audiences.

The campaign needed to feel unsettling yet sophisticated — signaling horror and survival without leaning into genre tropes — and to establish a visual identity distinctive enough to stand out in a crowded streaming landscape.

Role & Responsibilities

Role: Lead Art Director

Responsibilities:

• Led key art concept development and design direction

• Drove typography exploration and visual branding

• Oversaw campaign rollout across print, OOH, and digital

• Collaborated closely with Creative Directors, showrunners, and marketing teams to refine tone, narrative alignment, and execution

Campaign Concept

Built around the idea of Memento Mori, the campaign centered on the characters’ entangled survival narrative and the lingering psychological toll of the wilderness experience.

The visual language explored duality — past and present, beauty and brutality, innocence and ferality — posing the central question: Does the darkness live in the wilderness… or in the women?

This concept informed both composition and tone, allowing the imagery to feel restrained on the surface while deeply unsettling on closer inspection.

Process & Development

The process included mood boards, mockups, typography exploration, shoot planning, and raw photo selects. I pitched multiple creative directions to executives and championed the final selection.

Visually, the work focused on tightly cropped compositions and a deep, haunting image treatment inspired by the show’s cinematography — allowing emotion, tension, and ambiguity to drive the imagery rather than overt narrative cues.

Final Deliverables

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

Recognition

IndieWire — 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. The campaign became a defining visual identity for the series and reinforced Yellowjackets as a bold, prestige-driven cultural moment.

Credits

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