As the final season of the series, the campaign aimed to represent the culmination of Joe’s actions and the sense of inevitable consequence catching up to him. At the same time, the imagery functioned as a tease — suggesting tension and destiny without revealing his ultimate fate, preserving intrigue for the audience.
Story
During early concepting, Midjourney was used to prototype the unshot scenario of a figure trapped inside a glass cube with rising red water. Iterating through numerous variations helped refine the balance of tension, beauty, and readability. This approach provided a clear proof of concept, allowing stakeholders to align on tone and feasibility before the shoot, replacing the traditional process of relying on disparate reference images and rough sketches.
Concept
The final artwork required extensive compositing due to physical production limitations. The cube, water elements, reflections, and talent were captured separately and then seamlessly combined. Additional considerations included maintaining strong talent recognition, ensuring consistent color values across the campaign suite, and preserving sufficient bleed and clarity for multiple platform formats and international deliverables.
Gen AI
The resulting key art distilled the season’s thematic arc into a singular, emotionally resonant image that balanced symbolic storytelling with commercial readability. The use of generative prototyping also marked a meaningful evolution in the concepting process, enabling clearer stakeholder alignment and more confident execution of a previously unshot visual idea. The final key art was nominated for a Clio Award.
Constraints
The concept placed Joe inside the show’s iconic glass cage, with red-lit water slowly rising around him. The cage symbolized the consequences of his own actions, while the red lighting suggested blood without depicting it directly — evoking the victims of his past returning to confront him. The image was designed to feel dramatic and symbolic, yet remain immediately legible and talent-forward for a global streaming audience.
Outcome
Process
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Narrative
As the final season of the series, the campaign aimed to represent the culmination of Joe’s actions and the sense of inevitable consequence catching up to him. At the same time, the imagery functioned as a tease — suggesting tension and destiny without revealing his ultimate fate, preserving intrigue for the audience.
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Emmett Marsh
SALES MANAGER
Focused, approachable, and driven by results, our sales manager is all about building strong relationships. They help connect people to the right solutions—with clarity and care. -
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Eleanor Parks
MARKETING DIRECTOR
Creative and strategic in equal measure, our marketing director brings fresh ideas to every campaign. They turn insights into action and help our message resonate with the right audience. -
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Karl Holland
CUSTOMER SERVICE MANAGER
Friendly, attentive, and always ready to help, our customer service manager ensures every interaction is a positive one. They keep communication clear, timely, and human.
