only murders in the building -
season 2 teaser
Done in collaboration with Hulu
I worked on a team of 9 other designers to develop a hypothetical campaign package for Hulu’s “Only Murders in the Building” Season 2. With Hulu’s guidance, we produced a main title, network and promo IDs, a teaser trailer, a release trailer, print ads, OOH, experiential, digital and social media, and interactive components. I specifically worked on the below teaser trailer, while collaborating with the team on the overall campaign.
concept to
rough cut
Early on as a team, we came to the decision to revolve the graphics of Season 2 around the concept of mazes, a choice that the people at Hulu felt had potential. Since we’re working with a murder mystery comedy, using maze visuals would best show the main characters getting lost in a sea of clues. Since I essentially had to tease the next season without actually showing anything from the next season, I decided that the most engaging material to use would be the cliffhanger from the end of the previous season, as well as hints that allude to the audience’s burning questions.
Everyone on the team who worked on motion media put together rough cuts. Below is my rough cut, which I eventually used to build the final teaser trailer.
(Rough cut editing was done in After Effects; frames were illustrated in Krita)
the teamwork
While the teaser trailer was exclusively animated and edited by me, it would have not been possible without the team's earlier creative discussions. Everyone eventually had their own creative to contribute to the final brand package, but there was also a "cross-pollination" of assets and ideas, so to speak. The "ID Team" (or "ID sub-team") would work on network and show ID's that would be used across all motion media in the team's overall project. Additionally, in my specific case, I used the 'building exterior' asset created by the Main Title Team, while that same team used the 3D hallway sequence (seen in the teaser trailer I created) as a base for a scene in their main title. Not only did this free distribution of assets and ideas speed up the project's progress, but doing this also made the project feel more cohesive.