BRIARPATCH - CAMPAIGN

CONTEXT

Briarpatch is a pulpy-noir story set in a Texas border town of a dogged investigator (Rosario Dawson) who returns home after 12 years to find her sister has been murdered and everyone surrounding her is a suspect. It is based off of a novel of the same name and adapted for television by writer Andy Greenwald (The Watch on Ringer Media) and executive producer Sam Esmail (Homecoming & Mr. Robot).

OBJECTIVE

To raise awareness of the show by appealing to fans of quirky prestige dramas, and hopefully garnering accolades from critics without alienating the broader USA Network audience.

SOLUTION

We created a campaign that highlighted the quirky-ness of the show and had a blatantly “crime-y” feel by leaning into pulpy noir tropes in the design.

MY ROLE

I was a creative design lead on this campaign and was responsible for strategy, concept and visual language. I collaborated with design agencies, directed illustrators and photographers, and managed internal and external teams to create assets for on-air, out of home, digital and social use.

Drawing inspiration from films like “PARIS,TEXAS”, “THE LONG GOODBYE” & “WILD AT HEART” and television shows like “TWIN PEAKS” we started to build a vernacular using “excitable yellow text” bright reds and moody dark imagery and quirky language.

In developing key art for the campaign, we knew we wanted to show off our protagonist in the stylish suits she dons in the pilot. We also wanted to make sure fans would be able to read “whodunnit” right away, even if there are far more interesting parts of the story to highlight, escaped zoo animals for one. The idea is that audiences of crime dramas will tune-in to see who did it, and stick around for the quirky characters. So we borrowed tropes from traditional film noir posters and modernized them. The confident investigator in dark scenery with moody lighting peaking in from open doorways, and giant yellow diagonally skewed type. Even emphasizing the words “KILLER and “CROOK” helped sell this as a pull noir thriller.

OUT OF HOME

DIGITAL TAKEOVERS

SOCIAL

THE TRAILER