AMC came to Creative Mammals to create an innovative and attention-grabbing conceptual promo for The Walking Dead: Season 11: Part 2. The goal was to ignite curiosity without revealing too much. Because we wouldn’t be able to take a narrative approach, we would need to focus on creating an ominous, atmospheric, and uncertain mood that would visually represent the inner struggle of each character.
The concepts of duality and indecision served as the conceptual foundation. The contrast between light and dark, good and evil, reflects the characters’ uncertainties and moral ambiguity. We combined messy, painterly, high-contrast imagery with staccato to remove any sense of emotional fluidity leaving only tension.
To further the intrigue for our audience, we included brief moments of disintegration and cryptic, bite-sized audio clips from each character. As their voices echo behind the chaos of the motion graphics, we confront the viewers head-on with apprehension.