Fargo, when homespun meets dangerously in over your head – the series travels from the snowy north to a violent 1950 Kansas City, Missouri and pits rival gangs in search of their slice of the American Dream against each other.

To communicate the folksy façade, time period, Midwest and the violence we chose ordinary canned food labeling to key viewers in on the narrative – Italian Americans versus Black Americans, period-accurate typography, Midwest locale and immigration – with a single bullet hole dripping red tomato sauce as the exclamation point. We photographed stacked canned goods, put a hole through one and used a mix of tomato products to get the perfect drip down the side.

These finishes were featured in our outdoor and online campaigns and were well received by the industry.