outh Side is an original scripted comedy that follows two friends in Chicago’s Englewood neighborhood who are ready to take over the world! But until they do, they’re stuck working at Rent-To-Own, a predatory furniture-rental shop where the South Side’s most eclectic ensemble of characters come together.
For the season three art, the client wanted to focus on the ensemble cast, and stay true to the roots of the show while also expanding upon the South Side universe. Since this season ventured outside of the South Side to Chicago as a whole, they wanted to relay that in the art by featuring locations from the broader city, as well as incorporating joyful, happy cultural elements specific to the South Side community.
The new season brought with it a new take on genre, cinematography and structure so we wanted to highlight its evolution, while still capitalizing on the brand equity of the first two seasons. To show the evolution of the show, we took a more graphic approach to showcase the ensemble cast, while also bringing in backgrounds and elements from the South Side community, and the larger Chicago area. We focused on elements that introduced the new tone/feeling of the show and portrayed the joy and magic that exist in the neighborhood.
The client was very happy with the final piece since it struck a balance between staying true to the first two seasons’ brand, while bringing a fresh take that was reflective of the new season.