KEY ART
STATELESS – AN AMBITIOUS INTERNATIONAL DRAMA MATCHED BY AN AMBITIOUS CREATIVE CAMPAIGN
2020
We’re more connected and more disconnected than ever.
CATE BLANCHETT, EXECUTIVE PRODUCER
THE BRIEF
COLLABORATING WITH TWO-TIME OSCAR WINNER CATE BLANCHETT ON HER FIRST HIGH-END TELEVISION PROJECT SET THE BAR HIGH – BUT SO DID THE POWERFUL AND PSYCHOLOGICALLY CHARGED DRAMA STATELESS. ESCHEWING EASY NARRATIVES, FOUR DIFFERENT STORYLINES FORM THE BACKBONE OF THIS SERIES, WHICH INTERSECTS SEVERAL CONTINENTS AND TACKLES THE OFTEN CONFRONTING AND CHALLENGING ISSUES OF GLOBAL DETENTION AND MENTAL ILLNESS.
APPROACH
STATELESS DEMANDED A CAMPAIGN AS AMBITIOUS AS THE SERIES ITSELF. I DEVELOPED A CREATIVE PLATFORM THAT EXPLORED THEMES OF IDENTITY, BELONGING AND DISPLACEMENT THROUGH THE EMOTIONAL LIVES OF ITS CHARACTERS, MOVING BEYOND TRADITIONAL DRAMA MARKETING TO CREATE A DISTINCTIVE AND PREMIUM VISUAL WORLD.
WORKING WITH PHOTOGRAPHER BEN KING, I ART DIRECTED A SERIES OF STRIKING FRACTAL PORTRAITS THAT FRAGMENTED AND RECONSTRUCTED THE ENTIRE ENSEMBLE CAST, VISUALLY REFLECTING THE THEMES OF DISLOCATION, TRANSFORMATION AND HUMAN CONNECTION AT THE HEART OF THE STORY. THE RESULT WAS A BOLD CAMPAIGN THAT GAVE ONE OF AUSTRALIA’S MOST ACCLAIMED DRAMAS AN EQUALLY DISTINCTIVE VISUAL IDENTITY.
RESULTS
PREMIERING AT THE BERLIN INTERNATIONAL FILM FESTIVAL, STATELESS WAS EMBRACED BY AUSTRALIAN AUDIENCES AND ACHIEVED WIDESPREAD CRITICAL ACCLAIM AND INDUSTRY RECOGNITION.
WITH A LIMITED BUDGET, THE CAMPAIGN DELIVERED IMPRESSIVELY STRONG NATIONAL RECALL, WHILE ITS PORTRAYAL OF A DIVERSE ENSEMBLE CAST THROUGH A DISTINCTIVE MULTIPLE KEY ART APPROACH WAS RECOGNISED WITH A GRAPHIS PLATINUM AWARD – ONE OF THE HIGHEST HONOURS IN INTERNATIONAL DESIGN. AT A TIME WHEN DIVERSE REPRESENTATION WAS RARELY THE CENTREPIECE OF PREMIUM DRAMA MARKETING, THE WORK WAS RECOGNISED GLOBALLY FOR ITS ORIGINALITY, CRAFT AND CULTURAL IMPACT.
TITLE
STATELESS
CAMPAIGN
ONE-SHEET, CHARACTERS PORTRAITS, OOH AND DIGITAL CAMPAIGN
RELEASE
MARCH 2020
CLIENT
MATCHBOX
ABOUT
THE SIX-PART DRAMA INTERSECTS THE STORIES OF SEVERAL CHARACTERS AROSS CONTINENTS WHILST TACKLING THE COMPLEX AND CHALLENGING ISSUES OF DETENTION CENTRES AND MENTAL ILLNESS.
CONCEPT AND ART DIRECTION
AGENCY: ABC MADE
HEAD OF CREATIVE: DIANA COSTANTINI