For season two of The Handmaid's Tale I was the lead Art Director of their social media marketing campaign. Here are some pieces of my full-scope contribution—from initial concept to illustration and animation.
PRESS KIT
The Handmaid’s Tale emotional care package was created to help fans de-stress and unwind as they watched the intense new season.
The Handmaid's Tale Stress Relief Box
Materials inside
Message on front flap
The Handmaid's Tale Stress Relief Box
Serena Joy
Janine
Cover
Serena Joy
WHAT'S INSIDE:
● Coloring book for adults, with very appropriately-named colored pencils
● Stone-shaped stress ball emblazoned with "I'm Sorry, Aunt Lydia," a popular phrase from the show
● Pillow featuring Aunt Lydia for when you need to hug, scream or punch something
FAN & CELEBRITY REACTIONS
During premiere week, we sent the kits to over 250 talent, influencers and superfans as a surprise and delight to fuel the excitement for the show’s return.
MINIMALIST "POSTERS"
After each episode premiere, we released minimalist "posters" across the brand's social media platforms.
The intent was to speak a visual language that only viewers who watched that week's episode would truly understand, thus increasing the urgency to watch them live.
Here are my two personal favorite posters from episodes "Postpartum" and "First Blood", with reference images included. The first image reflects the pool scene of an ill-fated religious couple. The second subtly illustrates the explosive turning point in the season where the red dots symbolize the handmaids, and the black dots symbolize the commanders—based on their colored uniforms.
VIDEO CONTENT
When reading the episodes' scripts, we were blown away by the artful writing, and we knew we had to shine a light on the beauty of words.
In the first video, through motion typography and sound, I wanted the viewer to feel the impact of June's promise to her baby. The second video is a select from our weekly "Script to Screen" series. For each episode, we selected scenes that did not feature much dialogue and overlayed excerpts from the script during the silent moments. This brought a different angle to the storytelling, the characters, and their dynamic relationships.
