I ran this campaign independently while reporting to our VP. I was free to execute more experimental ideas.
I pitched our VP the idea of engaging independent artists with solid backgrounds and social media followings that could double as influencers. I reached out to Bill Elis to create a major piece of marketing art for us featuring this set’s villain. Ashiok, the underworld and Bill Elis were a perfect match (one of his most recognizable works is his key art for John Wick). The result was stunning.
In addition to Bill’s art we also had an ongoing contract with an agency to create key art. Their contribution would act as a teaser featuring the set’s well known heroine who was thought to be “dead”. My direction drew inspiration from Alien movies showing the characters wading through the water, unable to see what horrors lurk beneath the surface. We wanted to also include a duality between good and evil as well, showing her reflection shift from her own to Ashiok’s. This art was also featured as the cover for the Ramin Djawadi track used on the trailer.
I had been working hard to foster great relationships with our business partners in other teams. They counted on my team to ideate concepts for other activations, outside of paid media marketing. One of these projects was strategizing social media activations themed after the set’s narrative.
Our winning concept was a film festival. The winning award was a one of a kind trophy made by Melita Curphy, art directed by myself.
My team was also tapped by the PR team to design packaging, posters and a billboard for a rare collaboration with a local burger joint. I led an exploration with all our designers. These were the final selections:
