COMPANY
Amazon
ROLE
Art Director
YEAR
2019
When Amazon revived beloved sci-fi series The Expanse after it was cancelled on the SyFy network, my team was tasked with developing an engaging, integrated marketing campaign that would not only cater to established fans of the show, but also encourage new viewers to catch up on the series and tune into the new season—no easy task for the fourth season of a series.
We wanted to focus on the characters and their relationships, as we’d identified this aspect of the show to be one of fans’ biggest interests. The Drew Struzan-esque design of our main key art (center below) allowed us to feature the all of the main cast, yet provided the flexibility to pare down the characters as needed for solo features. The phrase “New Terra” spoke to not only the Roci members exploring new terrain on Ilus in this season, but also the series landing a new home on Prime Video.
To further emphasize the series' migration to Prime Video, we also reimagined the box art for seasons 1-3, derived from the season 4 key art.
Season 1 Box Art
Season 2 Box Art
Season 3 Box Art
The Amazon.com and Prime Video platforms are always instrumental tools in making each series campaign a success. Advertising through owned media allowed us to cast a wider net for drawing in new customers than other forms of media could.
We developed additional versions of art for creative optimization testing on Prime Video to identify the highest performing creative trends and which characters/storylines resonated most with customers to help inform future creative development.
We participated in some exciting activations at events like New York Comic Con and AWS' Intersect Festival, including a drone space opera to get fans fired up for the new season.
Drone Space Opera at AWS' Intersect Music Arts & Tech Festival
Banners at New York Comic Con
We took to social media to expand the reach to our audience, with a custom Rocinante space ship Twitter emoji, character playlists, and header images featured on both the series' and
Prime Video’s social pages.
