THE SINNER - VISUAL IDENTITY

CONTEXT

The Sinner was a new, edgy series on USA Network that needed to be distinguished from the network’s typical crime dramas to drive a broader audience to tune in.

OBJECTIVE

We wanted to highlight Jessica Biel, the star of the first season, in a provocative and eerily uncomfortable way to raise eyebrows and create lots of intrigue.

SOLUTION

We hired photographer, Nadav Kander to shoot Jessica Biel in a twenty foot pool at Milk Studios as we projected eerie photos against a seamless backdrop.

MY ROLE

I was a creative design lead on this project and was responsible for strategy, concept and initial design. I briefed design agencies and worked closely with the photographer on set. I managed internal and external teams to create assets for on-air, digital and social use.

We wanted to create an eerily uncomfortable portrait of the protagonist, Cora Tannetti (Jessica Biel) to show off her venerability and solace. So we set out to capture imagery of Cora alone in the water, hired photographer Nadav Kander and proceeded to create a twenty foot pool on the seventh floor of Milk Studios in NYC.

After shooting in the tank for the better part of the day, we decided to have Jessica drape herself in soaking wet clothes and shot her as we projected eerie photos against a seamless backdrop.

This is where we ended up with the final key art.