2023
Showtime
Art Direction / Creative Strategy / Motion Packaging Design / DOOH
Recognition
THE ASK
As ravenous a fan base as Yellowjackets fans are, internally we knew that whatever visual direction we chose for the packaging design for this season had to satisfy a few key things. How do we intimate just enough without saying much of anything? How do we rise to the occasion of a highly anticipated S2 with an unexpected but complimentary show package?
We hear the wilderness.
THE SOLUTION
In developing the packaging design for Season 2 we paid close attention to the imagery, mythology, and symbolism the show is jam-packed with. Fans are rabid to infer anything they can decipher and get ahold of to piece together clues about the show. So why keep it from them? This was an opportunity to bring the darkness into the real world in a fun, “tangible” way.
And it hears us.
Season 2 “Mythos” — From Props to Package
Part of the process that was very important to us was honoring the integrity of the rich symbolism that the Yellowjackets universe is laden with, building from season 1 into season 2. Instinctively we referenced the actual props taken directly from the show’s art department, scanned them, and digitally recreated them using photogrammetry into real-world textured 3D models to build our asset library of iconography.
Check out the full “Mythos” package in action in the Official Season 2 trailer
The type combination we chose was relatively simple but flexible enough to be handled easily by various cross-functional teams throughout all aspects of the Yellowjackets brand, including social media, digital platforms, television/streaming content, and out-of-home advertising. Stylistically, we wanted a primary font that had some character and sharpness to it for obvious reasons (buzz buzz 🐝) but also to further complement the Yellowjackets brand of horror meets varsity nostalgia beyond the recognizable yellow title treatment.
Typography
DIGITAL OUT-OF-HOME
CITIZEN DETECTIVES
Needless to say, the packaging did exactly what we intended and had hoped for. The hive took our loose (but very thoughtful) suggestions and delved deeper into the woods — pairing the psyches, storylines, and theories of each of the characters and the symbology used for each of their backplates.
Cosigned by the official r/Yellowjackets reddit - see the thread here.
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Creative Director – Heidi Berg
Art Director – Jordan Lyle
Producer – Rosanne Raposo
Design — Justin Acree / Sam Cividanis / Jordan Lyle
Animation – Justing Acree / Daniel Ginzburg / Sam Cividanis