X-MEN: THE GIFTED

The X-Men universe is a pillar of comic & pop culture, with a near-endless roster of heroes, narratives, and origin stories. To help Fox launch their episodic X-Men series 'The Gifted' that follows the clash between family morals & career values, I came aboard with Jam3 to respond to a simple brief:

How would a chilling, NSA-esque government organization called Sentinel Services tasked with hunting down mutants look, feel & exist as a brand...and how would real world mutants respond?

Over the course of several months, I was responsible for developing overall branding, tone & art direction for Sentinel Services & the opposing #MutantsUnite resistance with Jam3.

THEMATIC SITE DESIGN

We set out to design modern, thematic branding and a pharma/military-esque website for the fictional Sentinel Services that could live right alongside any modern day site..but underneath it all is a sinister secret.

IN-WORLD BRANDING

Part of my task was to envision how the sinister government entity, Sentinel Services, would show up in the real world. I explored themes of patriotism and compliance - all while juxtaposing this clean messaging with mutant resistance messaging.

These concepts served as a benchmark for the entire campaign that was later adapted by Fox's internal creative teams.

WEBSITE TAKEOVERS

Fox later adapted my base art direction into short social + experiential content featuring the main actors from the show.

SAN DIEGO COMIC CON

The art direction was so well received that Fox adapted it for full experiential takeovers at San Diego Comic Con - from transit wraps to experiential booths and beyond.

RESULTS

'The Gifted' campaign picked up awards for Best Art Direction and Best Identity at the 10th Annual Shorty Awards.

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