Dexter: Original Sin dives into the origin story of television’s most infamous antihero. For this campaign, we crafted a series of bold, key art pieces that nod to the iconic visual language of the original series while introducing a sharper, modern edge. The result: a campaign that bridges legacy and reinvention, evoking nostalgia while pulling fans into a new chapter of the darkness they love.
This campaign was a Clio finalist.
To launch Dexter: Original Sin, we turned some of the world’s most iconic landmarks into crime scenes. Through a combination of real-world installations and CGI activations, we wrapped global touchpoints in Dexter’s signature plastic, creating a spectacle designed to stop people in their tracks.
Live executions in Miami, New York City, and Venice Beach offered perfect photo ops for passersby, while CGI extensions expanded the takeover worldwide from Brandenburg Gate to the Sydney Harbour Bridge. The campaign blurred the line between fiction and reality, pulling fans everywhere into Dexter’s twisted world.
SHOW: Dexter: Original Sin
MY ROLE: Creative Direction • Key Art Conception/Ideation • Photo Shoot Ideation & Direction • Photo Retouching • Set Brand Guidelines • Design & Direction of Production Materials: TVC, Outdoor, Digital, Print • Set Design • Consulted on Styling
SVP OF CREATIVE: Justin Russell
PHOTO TEAM: Christine Ramage, Sara Nevels
CREATIVE TEAM: Tim Livezey, Steve Chan, Edwin Alvarenga, Anthony Gelsomino
MARKETING TEAM: Amy Campbell, Greg Heller, Francesca Batista, Ann Lamore, Alexa Garfinkle, Eric Brewer
CREATIVE PARTNERS: Rhubarb, Kamp Grizzly, Canyon, The Arterie
PRODUCTION: Jessica Sepulveda, Alyssa Famiglietti, Andy Polack, Sharyn Flanagan, Suzana Ognjanovic, Joyeux Noel
ART DEPARTMENT: Tatyana Bevz
PHOTOGRAPHER: Frank W. Ockenfels III
