Role: Art Director
Client: BBC Creative
Stakeholders: BBC / Cuba Pictures / BBC America

This is one of my favourite briefs of all time. After immersing myself in the scripts and the original book, I focused on a key theme and reimagined it through a series of character-driven photographs. At first glance, the images read as beautiful portraits—but look closer, and a secondary story begins to emerge. (Clue: The Tarot!)

I collaborated with photographer Todd Antony, whose remarkable skill brought my vision to life, and with my colleague Kate Lawson, who expertly ran the shoot in my absence. I managed the unit, portrait, and key art photography for the campaign, ensuring every image supported both the series launch and wider publicity strategy.

The campaign’s key art image earned Todd Antony a place in Lürzer’s 200 Best Ad Photographers Worldwide 2015/2016. The image was licensed by Bloomsbury for the book jacket, and the full set of photographs was produced as a mini tarot deck, sent to opinion formers ahead of transmission to generate buzz.

All images are (c) BBC