AMERICAN GIGOLO // CREATIVE CAMPAIGN
Overview
Led the creative reinvention of American Gigolo as a visually arresting, genre-defying campaign that positioned the series as an iconic and standalone work of art—boldly spotlighting a complex protagonist outside traditional narrative expectations.
CONTEXT
American Gigolo needed to transcend its crime-drama roots and reintroduce a story of trauma, identity, and reinvention through a modern lens. Our creative mandate was to honor the protagonist’s emotional journey while establishing the series as a standalone, genre-bending cultural statement.
OBJECTIVE
Forge a visual identity that feels iconic rather than explanatory, one that intrigues, disrupts, and compels. The goal: transform narrative stigma into cultural curiosity, reframing the male sex worker’s story as empathetic, resonant, and boldly modern.
SOLUTION
I led the creation of a modern visual paradigm, bold, unexpected, and evocative, infused with bright, poppy color palettes and tension-filled composition. By subverting viewer expectations, the campaign reframed the series as provocative art, not typical entertainment, across key art, print, OOH, motion, and digital platforms.
Role & Leadership
As Creative Director, I defined the campaign’s strategic vision and visual identity—ensuring it aligned with the narrative and broader brand strategy. I orchestrated cross-functional execution, guiding agency partners and in-house art teams across design, motion, print, and digital. Through clear leadership and creative alignment, we delivered a cohesive, standout campaign.
Impact
Though the series faced internal upheaval and an abbreviated run, the campaign itself became a testament to adaptability. As creative direction shifted and stakeholders splintered, I kept the team focused and steered the work to a bold, finished campaign that stands out for its design innovation. Delivering creative clarity amid constant pivots underscored my ability to lead through uncertainty, ensuring the work reached the finish line with integrity and impact. The experience reinforced a core leadership truth: creative excellence doesn’t only happen when circumstances are perfect — it happens when teams are guided to deliver their best, even in imperfect conditions.
KEY ART
American Gigolo // Key Art East of Eden
American Gigolo // Key Art X Offender
