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Tracy Morgan Key Art + Title Treatment

When Netflix needed key art to promote their original comedy specials, including Tracy Morgan’s Staying Alive, Dyno Creative effectively engaged viewers with 30+ custom illustrations under the creative direction of Schiefer ChopShop.

Whether you are couch surfing on the weekend or searching for something to intellectually stimulate your brain, everyone knows Netflix is the go-to media provider for TV shows and movies. Working under the creative direction of the Irvine based media and content agency, Schiefer ChopShop, we had the incredible opportunity to create key art for a few Netflix specials and original programming. Cool opportunity? Uh…yeah!

Our goal was to create eye-catching imagery that compels audiences to watch the newest stand-up comedy offerings on Netflix.

Scope

Branding, Illustration

Roles

Illustration

We provided a range of well-crafted and eyecatching key art that successfully communicated the range of emotions Tracy’s comedy imparts on his audience. We all know he is a funny guy, so our illustrations needed to reflect his humor and appeal to a wider audience. Three illustrations were created, each one to focus on a different aspect of Tracy’s personality.

Title Treatment

You can see several title treatment explorations below. Like the illustrations we made, our title treatments also drew inspiration from the aesthetic of the 1970s. The goal was to create something eye-catching that also complimented the name of the special. The suit Tracy wore during filming, which mirrored the suit of John Travolta from the 1983 movie of the same title, was another essential component that inspired our design. After exploring a number of different directions in that wheelhouse, we (the client and Dyno Creative) settled on one that felt right and was legible at a large and small scale.

Key Art Creation

Using the various title treatments, illustrations, and photography provided from the special, we created 20+ possible thumbnail title cards that could be used for A/B testing within the Netflix algorithm. This variety allows the audience to interact with media content in a way that is customized to their interests.

Results

Dyno assisted Tracy Morgan in saving the world with his comedy. We’ve never spoken to Tracy Morgan, but we can only assume he would say, “Damn Dyno, that’s some truly incredible life-altering artwork. Your mothers would be very proud.”