Overview

To promote the breakout series Yellowjackets, I led creative execution from concept through campaign rollout. The goal was to capture the show’s psychological tension while appealing to both genre fans and prestige TV audiences. The campaign needed to feel unsettling yet refined, signaling horror and survival without relying on familiar tropes. It also needed a distinct visual identity to stand out in a crowded streaming landscape.

Role & Responsibilities

Role: Art Director

Responsibilities:

Led key art concept development and design direction
Directed typography, composition, and overall visual system
Pitched photographer and directed shoot planning
Oversaw rollout across print, OOH, and digital
Partnered with creative directors, showrunners, and marketing teams to align on tone and narrative

Creative Approach

Built around the idea of Memento Mori, the campaign focused on survival and its psychological cost. The visual language explored duality. Past and present. Beauty and brutality. Innocence and ferality. The central question: does the darkness live in the wilderness or in the women? This approach kept the imagery restrained at first glance, with an underlying tension that reveals itself.

impact & 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

Credits

Photographer: Brendan Meadows
Creative Directors: Bob Motzenbecker, David Krtikashyan
Key Art Agency: Percival + Associates
FYC Yearbook Agency: Legion Creative
Art Director: Rebecca Wheatman