The Challenge:

As the Creative Director at FX, I was tasked with developing a campaign and identity for FEUD: Capote v. The Swans, a story set in the backdrop of 1930s New York, centered on themes of wealth, high fashion, and backstabbing. The challenge was to create a visually cohesive and striking identity that captured the show's sharp and vicious narrative while appealing to both critical and broad audiences.

My objective was to build a comprehensive identity, including the logo, typography, color palette, tone, and a distilled graphic language. Additionally, I designed unique visual elements and manage multiple cross-functional teams to bring the concept to life across all mediums, from social media, streaming, OOH and the live premiere event at Plaza Hotel in NY.

How do you build a sophisticated world of high fashion, lies, glamour and deceit, and how do you make sure your audience feels it the moment they see it?

The Solution:

My answer was to create a powerful juxtoposition of the abstract and the real. This included designing a specialized live-action shoot to capture live swans, silhouetted models, and high-speed VFX of feathers and viscous paint representative of writing to evoke elegance and tension.

The Result:

• The campaign achieved critical acclaim and secured over 6 million views, becoming one of FX Network’s most viewed social media campaigns.

• It was recognized with three Clio Entertainment Awards for graphic design, audiovisual content, and key art.

• The cohesive and innovative approach elevated the show's visual appeal, contributing to its broad audience success and critical acclaim.