With Better Call Saul, it’s never been a matter of if Jimmy becomes Saul, but a matter of when. Showing the gradual shift of an iconic character’s descent into the unsavory, criminal underbelly of society was no easy task.

We opted for torn paper to highlight the emotional aspect of Jimmy vs Saul Goodman - his two personalities torn between one another. In what could be an advertisement or flyer for Saul Goodman, the torn pieces symbolize the rage and complexity of Jimmy. Which piece is Jimmy? Where does Jimmy end and Saul Goodman begin? The single piece of torn paper (where his heart would be) weighing down the scales of justice points to the idea that the scales are tipping in favor of Jimmy’s alter ego, Saul Goodman, taking over.

Created something iconic that had people stopping at billboards to take pictures of. We are endlessly proud of the layered meanings in this particular piece, and think it compliments the fifth season of Better Call Saul without giving too much away.