THE MAN WHO FELL TO EARTH // CREATIVE CAMPAIGN
Overview
Architected and launched a creative campaign for The Man Who Fell to Earth—a sci-fi property relaunch on a non-genre network. Through nine months of creative evolution and rapid pivots, I led a team to deliver a human-centered visual identity that energized genre and mainstream viewers alike.
CONTEXT
The Man Who Fell to Earth presented a dual challenge: reintroduce a beloved sci-fi IP through a familiar lens, and do so on a network outside its genre comfort zone. The brief demanded visual authenticity without alienation, something inviting, not otherworldly, appealing to both devoted fans and core Showtime audiences.
OBJECTIVE
Achieve cultural curiosity and emotional connection, avoiding sci-fi clichés while preserving narrative intrigue. The goal: make the series feel intimate and human, foster anticipation among diverse audiences, and differentiate it from genre-heavy campaign noise.
SOLUTION
I steered the creative evolution by grounding the campaign in character-driven themes—sacrifice, family, technology, and conservation. We embraced rich textures, unexpected color palettes, and emotionally grounded visuals to create an immersive, modern sci-fi aesthetic. The campaign culminated in standout moments: a full-day digital “road show” on Times Square’s iconic 3D billboard, immersive SXSW live activations, and a nuanced character series for street-level and digital impact.
MY ROLE
I was the creative design lead on this campaign and was responsible for strategy, concept and visual language. I As Creative Director, I defined the strategic vision and shepherded cross-functional collaboration, leading agency partners, in-house art teams, photographers, and digital/street teams across phases of creative iteration. Managing dynamic pivot points and tight timelines, I unified creative strategy with operational execution, ensuring clarity amid shifting project dynamics.
IMPACT
Premiere at SXSW boosted early buzz. The campaign landed decisively with critics—closing with 86% on Rotten Tomatoes, lauding Ejiofor’s performance and the show’s emotional authenticity. Entertainment Weekly praised its “optimistic perspective on humanity,” and the LA Times called it “a well-made mainstream science-fiction adventure.” These responses affirm how strategic pivots and design clarity helped the campaign connect deeply—even when the property’s development journey was anything but linear.
KEY ART
Across iterations, we stripped away traditional sci-fi tropes in favor of intimate, character-driven visuals. Each design pivot moved us closer to a campaign that felt human first, cosmic second.
DIGITAL OUT OF HOME
We leaned into scale and spectacle, taking over Times Square’s 3D billboard for a full-day roadshow. This larger-than-life presence reframed the series as an event, inviting mainstream audiences into a genre they might otherwise skip.
SXSW PRE-PREMIERE STUNT
The SXSW activation served as both a launchpad and a litmus test. Immersive experiences gave fans a direct connection to the show’s themes of identity and reinvention, translating the narrative into something tactile.
CHARACTER CAMPAIGN
At street level, we balanced intrigue and accessibility, bold enough to capture attention in a crowded environment, yet approachable enough to connect with audiences unfamiliar with the IP.
