The assignment was to convey the show’s clever, witty tone and documentary-style format while also distinguishing it from comparable titles. It was also the utmost important to encapsulate Wilson’s singular point of view and sense of humor while still selling the series as funny, accessible and watchable.

Wilson’s awkward yet endearing sense of humor against the backdrop of a gritty New York City allowed us to explore a variety of photographic and graphic approaches that represented the scale of the city but also the playful and personal nature of Wilson’s interview style. We explored themes of urban jungles, individuality, uniqueness, anthropological studies and science in tandem with popular New York iconography. This allowed us to greatly diversify our creativity into unexpected set-ups, out of the box executions and witty parallels.

The client was extremely pleased with where the art landed. Our graphic technique worked seamlessly with the use of unit photography to convey the light tone while keeping it grounded. The simplicity of the design highlights Wilson’s style of humor, the show’s format and Wilson himself, while the slice of pizza paired with copy line introduces New York City as an all-important character of the series.