Inspired by what made critics and audiences resonate so strongly with the first season of True Detective, we were tasked with designing a beautiful piece of creative that was unique to the story, setting, and characters of season 3, while still ensuring the core fan base that they were in store for a True Detective familiar to what they knew and loved. We relied on unit and stock images to paint a picture of star Mahershala Ali in a story that promised mystery, crime, and larger evils at play. For storytelling implementation, we focused heavily on textures and palette to ground the art both in its Arkansas Ozark setting as well as highlight key themes of time, memory, and truth.

True Detective season 3 follows Detective Wayne Hays in a murder investigation that spanned three decades. The dripping technique was an abstract approach to this man’s disintegration over time. His mind and memory were eroding; his body washing away as he progressed over the span of 30 years.

It’s always rewarding to see a campaign come to life, especially one as ubiquitous as True Detective. Backed by a sizable media buy, the campaign had a massive outdoor presence in major markets. Not only did True Detective show creator Nic Pizzolatto and lead actor Mahershala Ali personally approve the artwork, but they felt it was a successful representation of the show.