The Handmaid’s Tale - Season 4
I had the honor to lead the graphics department for Hulu’s tentpole show The Handmaid’s Tale Fourth Season. I worked with teams across all disciplines to ensure a successful 360 campaign. Worked in conjunction with Greenhouse (the Hulu internal creative team) for the DOOH, along with outsourcing external agencies for the AV, Key Art animation, and digital campaign execution. Utilized full-motion creative to tease & build anticipation for the series premiere.
Role: Design Team Lead.
Main Title
Using the metaphors of clouds and land, the clouds represent the unknown and the complex backstories and relationships of the characters. Volumetric lighting and light leaks will tease out the positive nuggets of progress, hope, and freedom that lies behind the clouds. The land represents the character’s grounded connection to who they are and what they will discover outside of Gilead.
AV
Spearheaded the GFX for teaser, trailer, cutdowns and bumpers. Working with editors and producers ensuring optimal alignment with cuts and deliveries.
Social Campaign
Worked with the internal marketing partners and external agencies to develop pre-launch, launch, post-launch and FYC creative.
VFX Key Art Animation
Understanding how complex and time-consuming are the physics of the fabric with 3D software, we used a real-time rendering engine that helped us to have a final product in a quarter of the time compared to a conventional pre-rendering method.
Digital Campaign
From full takeovers, reach media units, and programmatic banners. QCing and providing art direction to the digital vendors ensuring the correct alignment with the show creative and the brand best practices.
The elements are shown here create visual signatures that are unique to Hulu. Consistency in applying these visuals is important in creating a strong link between show content and the Hulu brand.
DOOH
DOOH units are separate media buys that mainly involve AV, MGFX, and living key art.
On Channel / AB Testing
One Burning Question
Worked with the in-house team to develop the graphic package for the show, simultaneously worked with the external agencies supporting creative, best practices, QCing, brand guidelines and delivery.