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The goal was to uniquely represent the fourth season's different time period and new location - 1950 in Kansas City, Missouri – yet, still create something that felt very much a part of the Fargo homespun brand of dark humor.
We did a deep dive into the period for visual starting points, especially vintage signage. We wanted to embrace the rise of post-war American capitalism, but also the violence within that.
From the very first round, the cans concept was a favorite. We then spent multiple rounds of creative exploration fine tuning specific scene illustrations for each can, font choices and colors evocative of the period that would still work within the Fargo brand. The end result mirrors previous campaigns where at first glance it appears to be something simple and harmless but upon further inspection reveals tons of Easter eggs and clues to the upcoming season's dark side.