COAL

MTV & SPIKE TV SERIES CAMPAIGN | ART DIRECTION & DESIGN

SCENARIO:

MTV & Spike TV had a new series being released called Coal.

The show was to present the harsh truth behind the coal mining industry and the dangers that these men face every day.

 

I worked closely with Spike's marketing team to create the campaign look and feel along with all the print and digital advertising throughout New York City. We made everything from hundreds of digital ads to large scale billboards in times square.

ROLES:

- Art Direction

- Campaign Design

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EXECUTION:

We went with a design strategy of using black and white photography in very harsh settings to evoke more emotion from viewers. We used a mix of dark underground imagery to set a serious and dramatic mood.

The campaign was a big success and the show was a huge hit when it aired.

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