CREATIVE STRATEGY
This season of The Chi explores the profound themes of life, death, trauma, and fierce protection of what matters most. Centering our visual narrative on the show's powerful female leads, we crafted portraits that reveal both unwavering strength and raw vulnerability through carefully considered poses, authentic expressions, and evocative lighting. The campaign's visual language mirrors the series' signature tone, one that finds beauty in struggle and hope in hardship, creating a connection that honors the complexity of the South Side experience and the resilient women who navigate it.
ROLE
This campaign I helped land on a visual direction, managed our illustrator to build sketch comps for the photoshoot that became our key art, out-of-home and platform placements.
Studio: Paramount+ Agency Partner: The Refinery
Sketch
Key Art
Sketch
Out-of-Home
*Work created during my employment at Paramount. Creative Director STEVE CHAN. Design Leads GIOVANNI NOISY, RYANNE KIM.