Entertainment
A decade of film and TV key art spanning original theatrical posters, global OOH campaigns, home entertainment packaging, and digital thumbnail art. Clients include DreamWorks, Amazon Prime, YouTube Originals, ITV, The Beatles, and Studio Ghibli.
Year
2014/Ongoing
Scope
Key Art/Artworking
Client
DreamWorks, Amazon Prime, YouTube Originals, ITV, Soda Pictures, Premiere Entertainment, StudioCanal, Universal, Paramount, Aardman, Apple Corps
Duration
Various
Film and TV key art is one of the most demanding disciplines in commercial design. A single image has to carry the entire weight of a marketing campaign, read at the size of a phone notification thumbnail and on a full-size Westfield advertising screen simultaneously, and communicate tone, genre, and audience in under a second. This body of work spans a decade of that problem, across two distinct modes: original creative work where I designed the key art from scratch, and production artworking at scale where as a part of small teams, created direction and executed it across every format a major campaign requires.
Original key art
On the original creative side, the work includes theatrical poster design for Toni Erdmann (Soda Pictures), the German art-house film that became one of the most discussed European films of its year; original key art for Crom (Premiere Entertainment); thumbnail and digital art for Amazon Prime's Mother Natures and YouTube Originals' If I Could Tell You Just One Thing; pitch key art for ITV's Redemption created for investor presentations; and branded content for Hey Duggee and Joe Wicks on YouTube. Each of these started from a blank canvas with a brief, a film or show, and the challenge of distilling them into a single image.
Campaign production
On the production side, the work operates at a different level of scale and precision. For How To Train Your Dragon 3 (DreamWorks), I worked on global marketing artworking and localisation, adapting the campaign creative across dozens of markets, formats, and language variants. For The Outsiders (YouTube Originals), I took the campaign creative into a UK billboard rollout including the Westfield large-format screens, one of the highest-profile OOH locations in the country.
Shaun The Sheep (Aardman) included bus wrap executions across the UK. Other production work includes home entertainment packaging for The Beatles: Eight Days A Week, My Neighbor Totoro (Studio Ghibli), High Rise special edition, Sausage Party, and a Time Out cover wrap for Hell Or High Water.
Outcome
A body of work that covers the full spectrum of film and TV marketing, from the original idea to the 48-sheet billboard. The variety of clients and formats demonstrates both creative range and the kind of production precision that major distributors require. Several of these pieces appeared on some of the most prominent advertising spaces in the UK.
