On-Air Promo Campaign | Designer
SVP Design: Erik Friedman, VP Design: Christina Black, Art Direction: Alec Donovan
For season two of The Chi we wanted to highlight the ways that the characters lives intersected one another. We also wanted to focus on hope and change.
I explored an evolution of last year’s color palette and mural key art in the first two executions. I found a way to do this graphically as well as practically. I actually pitched created a full-scale mural in Chicago as a campaign tie in.
I also explored different ways to overlap the characters silhouettes and imagery of the south side of Chicago as a way to emphasize the way they each affect each other’s lives.
Overall, I tried to make the packaging feel youthful and hopeful, but still serious. Ultimately we went with a promo package that tied into the colorful portraits of the print campaign.
Using colorful silhouettes of the cast mixed with painterly textures.
Using actual brick walls with growing murals as textural elements inside and behind text.
Mixing photographs and illustrations of a constantly changing composition. Shapes taken from parts of a Chicago street map.
Using lines as metaphor for paths in life. Each intersection reveals parts of Chicago.
Using a paper cut-out motif with the cast inside of other cast members.