SCENARIO:

MTV & Spike TV had a new show coming out called COAL.
The show concept was to present the harsh truth behind the coal mining industry in West Virginia. My team was in charge of the concept and designing the print and digital campaign for its launch, everything from print and large scale signage throughout cities to all other forms of digital media.

ROLES:

- Art Direction
- Campaign Design

EXECUTION:

My team went with a strategy of using dark photography in very harsh settings to evoke more emotion from viewers, using a mix of dark underground imagery to help set a more eerie and dramatic mood. The campaign was a big success and the show was a huge hit when it aired.