This project was to create the main poster and character banners for a new STARZ series, Heels. Heels is, at its core, a family drama wrapped in the wrestling world in which one brother is the “good guy” in the ring (the Face) and the other is “the nemesis” (the Heel). We needed to intertwine the dynamic characters within the setting small-town-America, and underground wrestling world without losing the premium entertainment feel.
We jumped at the chance to work on this project. We wanted to show the duality of the brothers; to highlight that what brings the brothers together can also tear them apart. We wanted to ask the question where do the identities of the brothers end, and their respective wrestling personas, begin? Opting for gritty and raw photography in black and white with curated color pops, helps highlight the small-town framework of the show. We wanted to highlight the core of the wrestling characters, with just one snapshot we wanted viewers to understand who that wrestler was and what they were all about.
We are endlessly proud of the work we did, which resulted in an absolutely stunning and instantly-recognizable campaign. The series itself is critically acclaimed and renewed for a new season.