What happens when you turn a blood-soaked crime drama into collectible porcelain figurines? Or when you strip away classic noir shadows and bathe a legendary detective in California poolside light? For ARSONAL, these weren’t just creative experiments—they were the key to unlocking two very different television worlds. Their Fargo Season 5 campaign (above, left) transforms the cast into unsettling Midwestern tchotchkes that somehow capture the show’s dark comedy perfectly. For Monsieur Spade (above, right), they channeled David Hockney’s warm, contemplative paintings to reveal a detective who’s traded his armor for vulnerability. Both campaigns prove ARSONAL’s core belief: great key art doesn't just promote a show, it becomes an unforgettable entry point into its unique world.

By: The ARSONAL Team

Fargo

For the fifth season of FX’s Fargo, our team at ARSONAL was tasked with crafting a visually arresting piece that captured the series’ signature blend of dark comedy, midwestern noir, and eccentric Americana. Building on the legacy of the Coen Brothers’ original film and the show’s distinct tone, we aimed to create key art that felt instantly iconic, subtly eerie, and deeply character-driven.

The concept took root in a very specific kind of Americana: collectible figurines often displayed in glass cabinets throughout homes in middle America. We saw a creative opportunity in contrasting the innocence of these figurines with the dark, chaotic world the characters inhabit. Each main cast member would be reimagined as a stylized figurine complete with miniaturized wardrobe, props from the show, and a base engraved with their name. The result is a peculiar and unexpected twist that hints at each character’s story, tone, and tension.

Early in the process, we explored whether to integrate the actors’ real likenesses or lean fully into the midwestern Americana aesthetic. After testing AI-generated hybrids in concepting, we ultimately simplified the faces into more traditional figurine forms, allowing pose, costume, and props to carry the narrative. Working closely with our talented 3D artist/illustrator, we meticulously sculpted and textured each figurine, with special care taken to match the proportions and hand-painted look of authentic porcelain collectibles.

Client collaboration was an integral part of the creative process. FX’s creative team was open, enthusiastic, and deeply engaged throughout the execution phases, providing feedback and encouraging bold choices that stayed true to Fargo’s roots while pushing into unexpected territory.

The final poster received significant buzz and fan excitement upon release, particularly for its originality and attention to detail. It captured the quirky spirit of Fargo while reinforcing the high-stakes crime narrative underneath. Looking back, this piece is a true highlight for ARSONAL. It’s rare to work on a franchise that invites such creative freedom while demanding such thematic precision.

Monsieur Spade

When tasked with creating the key art for AMC’s Monsieur Spade, we knew we wanted to design something that reflected the unique tone and character evolution at the heart of the series. The series brings back the iconic Sam Spade, but instead of the hardened, shadow-dwelling sleuth we know well, we’re introduced to a man who has aged, retired, and begun a quieter life in the South of France. He’s reflective, vulnerable, and more human than ever. Our goal was to capture this evolution not just in narrative, but in tone and texture through the artwork.

We made the conscious decision to move away from noir tropes. Instead of rain-soaked streets and dramatic chiaroscuro, we were inspired by the warmth and calm of David Hockney’s poolside paintings, particularly his use of light and color to create emotional resonance. This was the visual gateway we needed to explore Spade’s vulnerability in a new and unexpected way.

One of the main challenges was how to portray vulnerability in a way that felt elegant, not sensationalized. By depicting Spade partially nude, submerged in a tranquil pool, we aimed to visualize a character stripped of armor—literally and metaphorically. The scene is introspective rather than provocative.

The hat remains a nod to the character’s storied past, but now it takes on a deeper, more symbolic role. In the artwork, it’s the only thing covering Spade’s otherwise naked body; a nod to Spade’s many nude visits to the pool, in particular the one in the finale. Once a badge of mystery and masculinity, it is now a metaphor for how Spade clings to his former identity while navigating a quieter, more introspective life.

Once designed, we collaborated with the incredibly talented Michael Koelsch to bring the piece to life. Michael painted each layer on canvas separately before scanning them to composite digitally. This process not only gave the piece a richly tactile quality but also mirrored the show’s own human-centered storytelling.

The finished poster was not only embraced by the client and the creative team behind the show. It also garnered recognition from the broader design community. Most notably, it was selected for the cover of Communication Arts Illustration Annual.

This piece challenged us to approach key art from a place of restraint, tone, and subtlety. It reminded us of the power of quiet storytelling and how a single image, when thoughtfully executed, can speak volumes about a character’s internal world.

ARSONAL was founded in 2007 by Brad Johnson and Ethan Archer, who were driven to create a collective, team-oriented agency experience. ARSONAL became more than just an agency; it's a passionate team committed to excellence. Their belief in the culture, built on collaboration and valuing every voice, plays a pivotal role in its success. They continually inspire one another to outthink and outwork their competition. This drive pushes them to redefine the boundaries of advertising and design, crafting emotionally resonant and provocative creative that sets new standards in the marketplace. Their innovative approach enables them to offer unparalleled levels of creativity and service.

Social: Instagram, Facebook, LinkedIn, X (Twitter)

Check out more of our Advertising 2025 winners on our website!