Role: Art Director
Client: BBC Creative
Stakeholders: BBC Three/Dancing Ledge Productions Ltd/Netflix
Campaign assets: Key art, VOD, print, social and press

The Challenge
To create a key art image which appeals to a younger skewing audience and lands the key themes of feminine power and epic magic, without falling into genre tropes.

Creative Development
Working closely with production and the inhouse team, I developed a concept that repositions witchcraft within a contemporary, urban dating culture and Domino’s search for identity. The idea centred on subverting expectations of the genre, keeping our key character feeling relatable but also edgy and visually strking.

Execution
I art directed the campaign shoot, working closely with photographer Todd Antony to realise the concept primarily in-camera on location in Manchester. I led the development of the key art and oversaw its rollout across VOD, print, social, and press, ensuring a cohesive and distinctive visual identity across all platforms.

Domino Day was created and written by BAFTA-nominated Lauren Sequeira, produced by Dancing Ledge Productions and stars Siena Kelly.

Key art photographer: Todd Antony
© BBC
(reproduced with permission)