(Promax Gold winner 2018)
The first image is for the mainstream audience and it’s designed to be understood immediately as a spooky drama centred around a young woman and a haunted house.
The second key art image was created to arrest and intrigue the youth audience and to encourage them to explore the Requiem publicity campaign further. It attempts to distill key elements of the six part drama into one powerful image, instantly conveying tone but also leaving our youth audience asking questions. The image is concept led and the scene did not appear in the drama but was directly inspired by the scripts and production design.
At its heart, Requiem dealt with a crisis of identity, but it was also deeply supernatural, with many script references to occultism throughout. Every element of the image seeks to convey a sense of deep unease and emotional crisis. Colour was also an important consideration and the muted cyan tone helps to convey the chill in the air while providing the perfect backdrop to the protagonist’s platinum blonde hair.
In terms of composition, this image was designed to be truly multi-platform, working well online, on social media and in print, tolerating a variety of crops and formats without losing impact.
As well as working well for the audience this image got recognition from the advertising community in 2018 when it won gold at the Promax awards.
Photographer: Todd Antony
Retoucher: Geraint Williams
Principal unit photographer: Adrian Rogers