The Chi
Objective
Season one key art featured only Kevin, played by Alex Hibbert. After the premiere, it became clear Lena Waithe’s characters were so well-defined that we had to feature them each as individuals.
Approach
After deciding that gorgeous, natural photography would be the most honest approach to the material, we sought out Tyler Mitchell. Not only could he approach the show with a fresh eye, but he could also draw more out of the inexperienced cast than we had seen before. He was a dream come true for us, having achieved everything we wanted, shooting Beyoncé for Vogue’s September issue.
Role
I acted as co-lead on this project, responsible for strategy and concept. I briefed and directed creative agencies, managed a team of internal art directors to create print and out-of-home, and collaborated with inrenal digital and social teams.
Press photography
