KEY ART
MYSTERY ROAD ORIGIN – EVERY MYSTERY STARTS SOMEWHERE
2022
Jay Swan is back and as great as ever.
THE GUARDIAN
VISUAL DIRECTION FOR THE CRITICALLY ACCLAIMED ABC DRAMA EXPLORING THE EARLY YEARS OF DETECTIVE JAY SWAN.
AS A REIMAGINING OF ONE OF AUSTRALIA’S MOST SUCCESSFUL DRAMA FRANCHISES, THE CREATIVE NEEDED TO HONOUR THE WORLD OF MYSTERY ROAD WHILE INTRODUCING A NEW GENERATION OF CHARACTERS. THE KEY ART AND CAMPAIGN REFRESHED THE NARRATIVE THROUGH A MORE CINEMATIC, YOUTHFUL AND EMOTIONALLY CHARGED VISUAL LANGUAGE, POSITIONING THE SERIES AS A BOLD REINVENTION WHILE RETAINING THE TENSION, BEAUTY AND MYSTERY THAT MADE THE ORIGINAL SO DISTINCTIVE.
I DEVELOPED A FULL VISUAL WORLD AND CAMPAIGN SYSTEM THAT EXTENDED ACROSS BROADCAST, DIGITAL, SOCIAL, OUTDOOR AND PUBLICITY TOUCHPOINTS, CREATING A PREMIUM NARRATIVE PLATFORM THAT INTRODUCED A YOUNGER, MORE DYNAMIC CHAPTER OF THE MYSTERY ROAD UNIVERSE.
TITLE
MYSTERY ROAD: ORIGIN
CAMPAIGN
ONE-SHEET, CHARACTERS PORTRAITS, OOH AND DIGITAL CAMPAIGN
RELEASE
2022
CLIENT
BUNYA PRODUCTIONS
ABOUT
MYSTERY ROAD: ORIGIN TAKES VIEWERS BACK TO THE BEGINNING OF ONE OF AUSTRALIA'S MOST POPULAR DRAMA SERIES. THE SIX-PART SERIES EXPLORES HOW A TRAGIC DEATH, AN EPIC LOVE, AND THE BRUTAL REALITY OF LIFE AS A POLICE OFFICER STRADDLING TWO WORLDS, FORM THE INDELIBLE MOULD OUT OF WHICH WILL EMERGE AN ICONIC CHARACTER. ALONGSIDE A NEW CAST, AN EXCITING NEW GENERATION OF INDIGENOUS FILMMAKERS IS CHARGED WITH BRINGING A NEW PERSPECTIVE TO THE WORLD OF A YOUNG DETECTIVE JAY SWAN.
RELATED SERIES
MYSTERY ROAD
CONCEPT AND ART DIRECTION
AGENCY: ABC MADE
HEAD OF CREATIVE: DIANA COSTANTINI