COAL
MTV + SPIKE TV SERIES CAMPAIGN | CAMPAIGN 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 and woman 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. The scope included making everything from hundreds of digital ads, subway posters, wild postings to large scale billboards around times square.
ROLES:
EXECUTION:
My team and I went with a creative angle of focusing on black and white photography in harsh light settings to evoke more emotion from viewers when seeing the imagery. Using a mix of dark underground photography shots we were able to evoke a serious and dramatic mood.
The campaign was a big success and the show was a huge hit when it aired. In addition, the gigantic billboards and wild postings looked killer all over the city!
