CAMPAIGN ART DIRECTION · STREAMING KEY ART

CAMPAIGN ART DIRECTION · STREAMING KEY ART

Cinematic art direction for story-led campaigns.

Cinematic art direction for story-led campaigns.

Cinematic art direction for story-led campaigns.

The challenge was to create visual systems that could flex across streaming platforms, social formats, and key art—while still holding the impact and clarity of a standalone movie poster.

The challenge was to create visual systems that could flex across streaming platforms, social formats, and key art—while still holding the impact and clarity of a standalone movie poster.

The challenge was to create visual systems that could flex across streaming platforms, social formats, and key art—while still holding the impact and clarity of a standalone movie poster.

Role

Visual storytelling

Focus

Campaign graphics

Year

2022

Streaming platform hero artwork for a cinematic story-led campaign

Streaming hero · Apple TV documentary

A 50-minute MagellanTV documentary about the Mediterranean Basin—its seasonal climate, 8,000 years of human impact, and one of the planet’s most diverse forest ecosystems.

Streaming platform hero artwork for a cinematic story-led campaign

Streaming hero · Apple TV documentary

A 50-minute MagellanTV documentary about the Mediterranean Basin—its seasonal climate, 8,000 years of human impact, and one of the planet’s most diverse forest ecosystems.

THE CHALLENGE

One image system, many viewing contexts.

One image system, many viewing contexts.

The artwork needed to translate a documentary about the Mediterranean Basin—cold wet winters, hot dry summers, ancient human presence, and dramatic ecological change—into a cinematic visual system that still felt clear across streaming browse pages, landscape crops, social previews, and vertical poster art.

The artwork needed to translate a documentary about the Mediterranean Basin—cold wet winters, hot dry summers, ancient human presence, and dramatic ecological change—into a cinematic visual system that still felt clear across streaming browse pages, landscape crops, social previews, and vertical poster art.

Vertical movie poster adaptation for a cinematic campaign

Poster format

DELIVERY SYSTEM

Streaming hero, landscape key art, and poster format stayed visually connected.

Streaming hero, landscape key art, and poster format stayed visually connected.

I treated the campaign as an adaptable art-direction system: environmental storytelling first, then platform-ready crops for Apple TV, key art, and poster use.

I treated the campaign as an adaptable art-direction system: environmental storytelling first, then platform-ready crops for Apple TV, key art, and poster use.

Landscape key art adapted for streaming and social placements

Landscape key art

Flexible campaign crop for platform rows, thumbnails, and social previews.

ANGRY APES UNITED · ART DIRECTION + GAME UX

Art direction for an NFT avatar world built to feel playable.

Art direction for an NFT avatar world built to feel playable.

Art direction for an NFT avatar world built to feel playable.

I created high-impact visual art and campaign systems for Angry Apes United, helping promote a utility NFT collection of 8,888 avatars and drive community demand through Discord announcements, rarity storytelling, and metaverse promotions. The concept extended that sandbox world into a chaotic multiplayer FPS direction, shaping the HUD, gameplay feedback, onboarding, loading screens, accessibility, searchable objects, and pinning mechanics.

I created high-impact visual art and campaign systems for Angry Apes United, helping promote a utility NFT collection of 8,888 avatars and drive community demand through Discord announcements, rarity storytelling, and metaverse promotions. The concept extended that sandbox world into a chaotic multiplayer FPS direction, shaping the HUD, gameplay feedback, onboarding, loading screens, accessibility, searchable objects, and pinning mechanics.

125K

community growth fueled by visual campaigns, Discord engagement, and avatar storytelling

8,888

utility NFT avatars positioned through rarity cues, character identity, and collector value

$5M

seasonal sales momentum supported by high-profile art direction and metaverse promotions

FPS UX

FPS interface direction across HUD, feedback, onboarding, pinning, search, and accessibility

Angry Apes United FPS start screen campaign graphic

CHAOS QUEUE · SQUAD READY

8,888 TOKEN DROP

Angry Apes United FPS start screen campaign graphic

CHAOS QUEUE · SQUAD READY

8,888 TOKEN DROP

Angry Apes United gameplay combat interface
Angry Apes United gameplay world navigation interface

Navigation hub

Angry Apes United gameplay mode selection interface

Mode selection

Creative direction system

VISUAL LANGUAGE

RARITY STORYTELLING

GAMEPLAY UX PRINCIPLES

Combat feedback that reads instantly

Damage, score, rarity, and affordance cues were treated as campaign moments—not just interface labels.

Community launch direction at scale

I shaped the campaign voice, visual hierarchy, rarity cues, and gameplay-preview language into a cohesive launch system built for Discord momentum and collector trust.

Campaign system

Built for atmosphere, recognition, and repeatable launch moments.

Built for atmosphere, recognition, and repeatable launch moments.

Built for atmosphere, recognition, and repeatable launch moments.

The campaign language balances dramatic imagery with controlled layout rules, making each graphic feel authored while still fitting a broader release system.

The campaign language balances dramatic imagery with controlled layout rules, making each graphic feel authored while still fitting a broader release system.

Mood first

Lead with tone before information.

Flexible crops

Keep impact across hero, poster, and social formats.

Graphic restraint

Use typography and contrast without crowding the image.