Role: Art Director
Client: Paramount
Stakeholders: Channel 5/Paramount/Acorn TV
Campaign assets: Key art, VOD, social, print, press and publishing

The Challenge
To launch a new drama series with a key art campaign that felt premium and sophisticated, while remaining accessible to Channel 5’s core audience.

The creative needed to capture the tone of a classic village murder mystery—balancing warmth and familiarity with an undercurrent of suspicion—while introducing an ensemble cast and a sense of escalating intrigue.

Creative Development
Drawing on the tradition of Agatha Christie-style storytelling, I developed a concept that reimagined the classic ensemble portrait. The aim was to create something recognisable and inviting at first glance, but layered with subtle tension.

The approach centred on a character-led composition set within the church, using the central trio to establish both tone and narrative. The vicar sits at the heart of the image, flanked by his formidable mother and the investigating detective—immediately introducing the key relationships and tensions. A blood-stained poison pen letter acts as a visual clue, hinting at the unfolding mystery. Composition and lighting were carefully controlled to balance warmth with unease, suggesting that beneath the familiar setting, something is not quite right.

The concept was designed to flex across formats, allowing for both ensemble and character-led executions depending on placement, while maintaining a consistent visual identity.

Execution
I art directed the campaign, overseeing the studio shoot and development of the key art. Working with photographer Robert Viglasky, we created a bespoke lighting setup to mimic natural afternoon sunlight filtering through stained glass—bringing a sense of place and helping to embed the portraits into the background.

We also captured assets specifically for Acorn TV to support the American campaign.

© Channel 5 (reproduced with permission)