Showtime The Chi

Promo Package

Context

Create a promo package for season 4 of the Chi, Showtime’s award-winning drama about life and community on the South Side of Chicago.

Strategy

Draw inspiration from the city, the culture, and the fateful events that thread through the series, while celebrating the Black joy and creativity it was born from.

Solution

A dynamic, vibrant show package pays homage to the drama and its neighborhood, while building anticipation for one of its most culturally-relevant seasons to date.

Services

+ Visual Identity + Design Strategy + Type Animation + Animation Toolkits + Toolkits

Creative Context

The Chi Season 4 focuses on the stories of three young boys following an incident of police brutality.

Our promo package for the drama is designed to set up a new season that sets out to reveal what it means to be Black in America and how policy and community shapes Black lives.

 

Shying away from the violence and trauma and instead toward the community, strength, perseverance, and joy that threads through the series, we set out to develop a package that embodied more than a place – but a feeling – the perfect backdrop for an emerging storyline where a community takes matters into their own hands to protect themselves and each other.

Promo Package

True stories, harsh realities, and powerful pop culture poetry formed the foundation of our design system.

Our promo package combines graphic typography, hand-drawn illustration, impactful type animation, and live action shots of urban environments to promote, message, and title the series.

 

Early on in the creative process, we commissioned Chicago-based artist Nikko Washington to create custom illustrations for the package – which were then designed and animated across title cards, end cards, promos and more. The result is a living, moving system that blends imagination and reality while touching on the themes, settings, and motifs featured in the show.

Social Toolkit

We also designed and developed a social package that brought the on-air identity to life on every platform.

From social show opens and tune-ins to title cards, animated backplates, and more, we gave Showtime all the tools it needed to tease and promote the new season digitally – from versioning out fresh vertical and horizontal formats, to creating custom templates for every content scenario.

 

We then threaded out this design strategy across cast announcements, quote posts, episode set lists, and more, with a major focus on native tools and authentic messaging whenever possible that tied both back to the on-air show package, and the creativity and characters that guide us through the narrative.