PROJECT / CELEBRITY EX ON THE BEACH SEASON 4
CLIENT / PARAMOUNT (MTV)
ROLES / ART DIRECTION & DESIGN
To mark the return of Celebrity Ex on the Beach, back for it’s fourth explosive series, the team at Paramount MTV were challenged with creating key art that would pull in both existing viewers of the show as well as new fans of the reality tv & dating genres.
I was brought on by the creative team to lead the art direction and design for the campaign key art. My role involved creatively interrogating the campaign concept by exploring a number of creative treatments, developing the overall look and feel of the key art whilst fleshing out the designs and composition from scamp stage through to finals.
Objective:
Create dramatic, impactful key art that places the celebrities at the forefront whilst focusing on the key message ‘some flames never fade. They wait… to reignite or be snuffed out for good’.
Deliver an image that hints at the blistering emotion, unresolved drama and explosive reunions packed into the new series.
Creative & Concept:
The concept for the campaign was ‘Playing With Fire’ which revolves around asking the question, is going back to an ex a second chance… or a fiery gamble? The idea for the key art was to amplify the tension within the series using a fiery aesthetic, highlighting the heat, drama and desire found beneath every reunion.
Suggesting there is trouble in paradise, the talent are placed up front and center in an exotic beach locale. Hints to the fiery drama of the show are injected throughout the key art; a raging bonfire in the foreground heating up our celebrities, the exotic but ominous sun set backdrop in the yonder and the silhouetted exes on the horizon that reinforce the impending drama.
Hero Key art
Paramount+ Branded Keyart
