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POSE Season 2 takes place in and around the NYC gender-bending ball “vogue” culture of 1990. Our season 1 campaign was very colorful, glitzy and over-the-top. It got a lot of attention and won a lot of awards, so our challenge was to come up with something equally amazing, but totally different, inspired by the time period.
Inspired by the work of Herb Ritts, the preeminent fashion and celebrity photographer of the time, we went with a minimalist, black and white photography approach. Taking our cue from fashion magazine covers, we found unique ways to integrate the title into every layout. Given the era and the importance of fashion and celebrity magazines to the ball culture, we worked with our brilliant photographer Pari Dukovic to channel that style as inspiration in our Posters.
The key art campaign was extremely well-received and the show was far more successful than anticipated.