For The Handmaid’s Tale, Hulu was looking for provocative art that reflected the disturbing yet addictive nature of the show, without being too dark or depressing. They wanted to tap into the visual contradictions between the beautiful world of Gilead (a dystopian society in the not too distant future) where things appear very normal, but on closer inspection, things are very off. The show also has an underlying humor via Elisabeth Moss’ character’s voiceover that they wanted to allude to in the art.