Overview
Ziwe is a Showtime variety series hosted by comedian Ziwe Fumudoh, known for its sharp, satirical take on race, politics, and pop culture. Blending interviews, musical numbers, and sketch comedy, the show challenges societal norms through humor, discomfort, and confrontation — all wrapped in a distinctive, hyper-feminine aesthetic.
The campaign needed to reflect the show’s unapologetic point of view: playful on the surface, incisive underneath, and impossible to ignore.
Role & Responsibilities
Role: Lead Art Director
Responsibilities:
Developed key art concepts and overall campaign branding
Created sketches and mood boards for executive presentations
Planned the photoshoot and selected the photographer
Directed the shoot remotely under COVID-19 protocols
Designed final artwork and provided detailed retouching guidance
Developed out-of-home materials and a comprehensive style guide
Campaign Concept
The primary key art features Ziwe’s signature in-your-face expression — breaking the fourth wall and directly confronting the viewer. The imagery reflects the show’s ethos: bold, confident, and intentionally provocative.
A secondary execution spoofed the iconic Mean Girls visual language, reinforcing the show’s satirical lens while tapping into shared pop-culture memory. A millennial-pink palette anchored the campaign, pulling from the show’s set design and referencing late-90s and early-2000s pop culture aesthetics.
Process & Development
Collaborating closely with photographer Myles Loftin, we captured imagery that embodied Ziwe’s confrontational humor and commanding presence. The design process focused on clarity, confidence, and restraint — allowing expression, color, and typography to do the heavy lifting without overcomplication.
The visual language was extended across key art, out-of-home placements, and brand documentation, ensuring consistency and immediacy across platforms.
Final Deliverables
- Key Art - Out-of-Home Materials - Style Guide
Recognition
The key art became a defining visual for the series, capturing the show’s tone with precision and confidence. Notably, the artwork appeared in the background of Ziwe’s interview on The Ellen DeGeneres Show, extending the campaign’s cultural visibility beyond traditional placements.
credits
Photographer: Myles Loftin
Creative Director: Bob Motzenbecker
VP, Creative Services: Larry Merritt
Logo Designer: Scott Massey