Ragdoll is a dark, psychological thriller series about three flawed cops and the harrowing repercussions of their decisions.
This is not your typical crime drama, so we were tasked with creating art that would reflect the show’s stylish, distinctive reinvention of the serial killer genre and the unique show tone - dark, stylish, witty and a bit uncomfortable. It needed to look distinctive and distanced from generic crime thriller shows - stylish, cool and bold with Sid Gentle’s characteristic dark humor.
Ragdoll is not a traditional procedural so we knew the art had to feel unexpected. We pulled inspiration from classic horror as well as modern photography, keeping one eye on the conventions of the genre with the other on the un-glossly, gothic realness. We landed on the idea of a stylized collage with an aggressive tone.
Gels were used to light the talent to give a the art a graphic, heightened style sensibility. The photos were then literally torn apart and stitched together to allude to the Ragdoll from the series in an artful way that didn’t feel grotesque. This delicate balance between the dark and the snark is punctuated by the copy line, "Piece it together,” which begs the audience to get involved in this twisted and surprising adventure.
Our client was thrilled with the piece and used it throughout the campaign both domestically and abroad. The talent (Lucy Hale and Henry Loyd-Hughes) also enjoyed the key art, posting both the poster and out-of-home sightings to their Instagram accounts.