Similar to the original series Lockerbie: A Search For Truth this IP was a Peacock collaboration with SkyShowtime. While I was not involved in the early stages of the campaign (developing key art and the trailer), I was pulled in to help direct more prominent OOH placements/media buys around Los Angeles and New York City.
Aside from the The Day of the Jackal’s nominations and various awards, I was heavily inspired by the main title sequence of the show. The music and GFX were reminiscent of a James Bond film – which appropriately fit the protagonist, who is an international hit-man/spy. Instead of replicating the OOH design SkyShowtime developed (for an international audience), the challenge here was to target the U.S. demographic.
Skills Involved
Art Direction, OOH Motion Design
Agencies / Studios
The Refinery, Art Machine, Collaboration with SkyShowtime
When
November 2024
OUT OF HOME
LA Live – Plaza
LA Live (or Peacock Plaza) is a unique placement that showcases many interconnected oddly shaped screens, with audio, and a lot of foot traffic. However, when visiting the plaza in person, it’s often questionable whether a viewer can really take in the entire space as one unit or if it appears segmented – similar to something you’d find in Times Square or Las Vegas. Sometimes the audio may be muted completely. With this in mind, I typically direct vendors to focus on a sonic based edit (little dialogue) that resolves to a cinemagraph of the key art.
Key Art
HERO ART
CINEMAGRAPH
OUT OF HOME
New York City
OUT OF HOME
New York City
Even though the story follows an assassin, we often are not allowed to show talent holding guns. These dual screens in NYC allowed us to showcase the “bond-like” cinemagraph on one side while also creating a bespoke asset that leaned into the protagonists’ multiple identities.
OUT OF HOME
Urban Panels
The Urban Panels have no audio but are visible as commuters enter the NYC Subway. Here, the letters that comprise the word “JACKAL” create an interwoven web of mystery and intrigue, revealing the hero talent: Eddie Redmayne and Lashana Lynch. I tend to favor a GFX lead asset in this placement (over footage) because it’s such a quick read.
