As the lead visual creative, my goal was to build content that supported the show’s ultimate mission: to help solve real-life mysteries. Visually, it was important to strike a balance of honoring the legacy of the series while updating it for a new audience in a new era.
Art Director/Designer/Editor
2020
Reopening the Case
One of our first posts attempted to strike the new balance: a tribute to the show’s iconic logo, evolving through the decades and culminating in its modern redesign for Netflix. It instantly resonated with longtime fans and intrigued newcomers.
Keeping the Momentum
Working closely with the copywriter on the account, we built a strategy that extended the storytelling beyond Netflix. We needed to do more than just cut clips, we had to add value. Every piece of content was crafted to give fans new insights, perspectives, and, most importantly, details that could help solve these real cases.
We focused on the elements most likely to spark recognition or memory. Our hope? That someone, somewhere, would come forward with crucial information.
With a small creative team, I took on the bulk of the design and editing work across the campaign. I made sure every asset was visually engaging and true to the tone of the series.
Campaign Results
2ND
MOST STREAMED TITLE ACROSS ALL PLATFORMS IN JULY 2020
4,000
NEW STORIES SUBMITTED BY FANS
150
CREDIBLE TIPS RELATED TO ACTIVE INVESTIGATIONS
My favorite contribution was re imagining how case updates were communicated on social media. I created a new format that refreshed the show’s iconic update segments while keeping the tone consistent.
