The story behind Utopia is a complex maze of characters and plotlines, and the challenge was to weave these narratives together in one compelling, haunting image that featured the whole cast while making the protagonist, Jessica Hyde, stand out.

We based the art on one of Jessica's dream sequences from one of the episodes, inserting dozens of "easter eggs" from the series. Traditional carousel horses were replaced with rabbits, to represent the evil Mr. Rabbit featured in the story. The art required two gallery photoshoots for the cast; CGI creation of the carousel, yellow house and gates; and matte painting and landscape photography for the background.

Although the series didn't perform as well as hoped for, the initial viewing numbers were impressive, and the client attributed that to the key art campaign that included out-of-home, a huge Times Square spectacular, and billboards in key cities, as well as paid and earned placements in digital spaces and social media.